Analisis Pengaruh Iklan, Kepercayaan Merek, Dan Citra Merek Terhadap Minat Beli Konsumen ( Studi Kasus Pada Mahasiswa Di Kota Malang)

Abstract

Abstract 

This research was conducted to test and analyze Advertising, Brand Trust, and Brand Image simultaneously and partially influencing MS Glow Consumer Purchase Interest. The population in the research is students in Malang City who are interested in using MS Glow products as skincare, the exact number of which is unknown. The approach method uses a non-probability sampling technique, namely purposive sampling, which is a sample collection technique based on certain criteria using a questionnaire distributed to 60 respondents and using the SPSS analysis tool. The research results show that there is a simultaneous influence between the variables advertising, brand trust, and brand image on interest in buying MS Glow and partially advertising and brand image influence interest in buying MS Glow but brand trust has no effect on interest in buying MS Glow.

Keywords: Advertising, Brand Trust, Brand Image, Consumer Purchase Interest