Pengaruh Brand Image & Brand Trust Terhadap Keputusan Pembelian Produk SKINTIFIC pada Pengguna E-Commerce Shoppe

Abstract

This study aims to determine the influence of brand image and brand trust on consumer purchasing decisions for Skintific products. The data used in this research is primary data. Primary data refers to data obtained firsthand by the researcher. The data collection method employed is a questionnaire or survey. The population in this study consists of all consumers of Skintific products. The sample in this study is selected using non-probability sampling with a purposive sampling technique based on specific criteria, including having previously purchased and used Skintific products, being at least 17 years old, and having a minimum education level of high school (SMA). The total sample size in this study is 100 respondents, determined using the Slovin formula. The data analysis method utilized in this study is multiple linear regression analysis. Based on the correlation coefficient (R) value of 0.798, it indicates a weak relationship between the independent variables and the dependent variable. Meanwhile, the coefficient of determination (R²) value is 0.636, indicating that the influence of the variables Brand Image (X1) and Brand Trust (X2) on Consumer Purchasing Decisions (Y) for Skintific products in Bandar Lampung is 64%. The remaining 36% is influenced by other factors or variables not included in this study.