PERAN MEDIASI BRAND TRUST PADA PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SECARA ONLINE

Abstract

The purpose of this study was to determine the effect of brand image on purchasing decisions directly and indirectly through brand trust. Primary data in this study was obtained through distributing questionnaires to students at several universities in Bali. The sampling technique chosen in this study was using the purposive sampling method. The number of respondents taken was 100 people but only 66 respondents were in accordance with the testing criteria. This study uses validity, reliability and data analysis techniques using Path analysis. The results of the study indicate that brand image and brand trust directly have a positive and significant effect on cosmetic online purchasing decisions. Brand image has a positive and significant effect on brand trust. Brand trust is a variable that mediates the relationship between brand image and purchasing decision. The implication in this study is that retailers can maintain the brand image of cosmetic products offered through online media so as to maintain customer confidence in the brand of cosmetic products. Retailers who can maintain a brand image and brand trust will be able to increase the customer’s decision to buy cosmetic products online.