Pengaruh Dari Brand Trust, Perceived Value, Terhadap Brand Preference Dan Purchase Intention Pada Brand Skincare Lokal (Ms Glow, Scarlett, Somethinc)

Abstract

The purpose of this study was to determine and analyze the positive influence between Brand Trust, Brand Preference, Perceived Value on Purchase Intention. The sampling technique in this study used purposive sampling method. The data analysis method used is the Structural Equatuin Model (SEM) with AMOS 24 software.

            The expected results in this study are concluded that there is a positive influence of Brand trust on brand preference, there is no significant effect of Brand Trust on Purchase Intention, there is no significant effect of Perceived value on brand preference, there is no positive influence of Perceived Value on Purchase Intention, there is positive influence of Brand Preference on Purchase Intention.