Pengaruh Brand Image, Word Of Mouth, Dan Brand Trust Terhadap Keputusan Pembelian Liptint Barenbliss Di Toko Cosmetic Jelita Surabaya (Studi Pada Cabang Mayjend Hr. Muhammad Surabaya)

Mahanani, Ajeng Juniar and Mustikorini, Dwi Indah Pengaruh Brand Image, Word Of Mouth, Dan Brand Trust Terhadap Keputusan Pembelian Liptint Barenbliss Di Toko Cosmetic Jelita Surabaya (Studi Pada Cabang Mayjend Hr. Muhammad Surabaya). -, - (-). ISSN - (Submitted)

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Abstract

This study aims to understand how brand image, word of mouth, and brand trust influence purchasing decisions in buying Barenbliss liptint at Jelita Cosmetic Shop, Mayjend HR Muhammad branch, Surabaya. Determination of the number of samples was carried out by non-probability sampling method, with purposive sampling procedure. The sample taken was 100 respondents with a quantitative approach and had criteria, namely consumers who were at least 17 years old and consumers of Jelita Cosmetics Hr. Muhammad who have made purchases and use barenbliss liptin products. The results of the analysis show that the three factors of brand image, word of mouth, and brand trust have a significant influence on purchasing decisions. This means that the stronger the positive impression of the brand imgae, the more word of mouth or so-called recommendations from others, and the higher the brand trust in the barenbliss liptint brand, the greater the likelihood of consumers buying the product. This research provides important input for cosmetics business actors in developing more effective marketing strategies.

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5601 Accounting H Social Sciences > HG Finance H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Faculty of Economic and Business
Depositing User:	Agus Junaidi
Date Deposited:	07 Aug 2025 06:20
Last Modified:	07 Aug 2025 06:20
URI:	http://erepository.uwks.ac.id/id/eprint/20586

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