THE INFLUENCE OF PRODUCT QUALITY AND BRAND IMAGE ON THE PURCHASING DECISION OF DIOR COSMETICS IN MALANG CITY THROUGH BRAND TRUST AS AN INTERVENING VARIABLE
Abstract
Companies are required to continue to follow the trend that is currently busy in the cosmetic market with the quality standards of the products it produces.Several important factors that can influence purchasing decisions include product quality, brand image and brand trust.The purpose of this study was to determine whether product quality, brand image and brand trust on purchasing decisions for Dior cosmetics in the city of Malang. This research uses quantitative research. The population of this research is the consumer of Dior cosmetics as many as 196 respondents using purposive sampling technique. The results of this study indicate that product quality, brand image and brand trust have a positive and significant effect on purchasing decisions for Dior cosmetics in the city of Malang.
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