The Influence of Brand Image and Price on Consumer Purchase Intention with Trust as an Intervening Variable:

Silvy Adhelia; Hendra Setiawan; Rizal Ula Ananta Fauzi

doi:10.98765/apjbet.v4i02.34

Silvy Adhelia Management Study Program, Fakulty of Ekonomics and Business, Universitas PGRI Madiun
Hendra Setiawan Management Study Program, Fakulty of Ekonomics and Business, Universitas PGRI Madiun
Rizal Ula Ananta Fauzi Universitas PGRI Madiun

DOI: https://doi.org/10.98765/apjbet.v4i02.34

Keywords: Brand Image, Price, Trust, Consumer purchase intention

Abstract

The existence of the covid-19 pandemic made economic conditions decrease, but did not have a significant influence on cosmetic sales including in Madiun city. One cosmetic product that until now is still very popular by consumers is Make Over. The approach used in this study is the quantitative approach. The purpose of this study was to find out the influence of brand image and price on consumer purchase intention with trust as an intervening variable in Make Over cosmetic users in Madiun City. The data used is primary data obtained directly through questionnaires. The population in this study was all users of Make Over cosmetics in Madiun City, with a sample taken by 385 respondents. This research uses structural equation model (SEM) analysis method with the help of SmartPLS software version 3.3.6. The result of this study showed that brand image and price have positive and significant influence on consumer purchase intention, brand image dan price have positive and significant influence of trust, brand image and price have positive and significant influence on consumer purchase intention through trust as an intervening variable.

The Influence of Brand Image and Price on Consumer Purchase Intention with Trust as an Intervening Variable

(Case Study on Make Over Cosmetic Users in Madiun City)

Abstract