Pengaruh Brand Image, Brand Trust dan Promosi Terhadap Keputusan Pembelian Skincare MS GLOW

., Madeleine (2025) Pengaruh Brand Image, Brand Trust dan Promosi Terhadap Keputusan Pembelian Skincare MS GLOW. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the extent to which brand image, brand trust and promotion influence purchasing decisions for MS GLOW skincare products. The types of data used in this study are primary data and secondary data. The sample in this study amounted to 100 respondents who had met the criteria using purposive sampling techniques. The data analysis techniques used were validity tests, reliability tests, classical assumption tests consisting of normality tests, multicollinearity tests, and heteroscedasticity tests, multiple linear regression analysis, hypothesis tests consisting of t-tests, coefficients of determination, and f test. The results of the study indicate that brand image, brand trust and promotion have a positive and significant effect on purchasing decisions.

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