Pengaruh Brand Image dan Kepercayaan Merek Terhadap Keputusan Pembelian pada Produk Skincare Wardah di Kota Jakarta Selatan
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Abstract
Increasing competition in the skincare industry has encouraged companies to strengthen their brand image and build brand trust to influence consumers’ purchase decisions. This study aims to analyze the effects of brand image and brand trust on purchase decisions for Wardah skincare products in South Jakarta. This study employed a quantitative associative approach. The sample consisted of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using IBM SPSS Statistics version 26. The data analysis techniques included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that brand image has a positive and significant effect on purchase decisions, with a t-value of 2.589, which is greater than the t-table value of 1.98472, and a significance value of 0.011. Brand trust also has a positive and significant effect on purchase decisions, with a t-value of 2.592, which is greater than the t-table value of 1.98472, and a significance value of 0.011. Simultaneously, brand image and brand trust have a significant effect on purchase decisions, as indicated by an F-value of 12.407, which is greater than the F-table value of 3.09, with a significance value of less than 0.001. The coefficient of determination (R²) of 0.204 indicates that brand image and brand trust explain 20.4% of the variation in purchase decisions, while the remaining 79.6% is explained by other factors outside the model.
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References
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