Published date: May 03 2024

Journal Title: KnE Social Sciences

Issue title: 8th Sriwijaya Economics, Accounting, and Business Conference (8th SEABC 2023)

Pages: 632–646

DOI: 10.18502/kss.v9i14.16134

Bagus syaifullohManagement, Muhammadiyah University of Jakarta, South Tangerang

Nor LaillaNor.lailla@umj.ac.idManagement, Muhammadiyah University of Jakarta, South Tangerang

This research aims to examine the influence of brand image, brand trust and word of mouth on product purchasing decisions. The population in this study is users of Garnier facial foam products in South Tangerang City and aged 17 years and over. The technique used for sample collection is the Side Purposive sampling technique, thus the sample used isin this study is 140. This research uses SmartPLS. The results of this study showed that brand image, brand trust and word of mouth has a significant positive effect on the purchase decision of Garnier facial foam products in South Tangerang City. The results of this research provide benefits for Garnier to improve its existing brand image to increase product sales and maintain environmental damage with a green beauty strategy. Furthermore companies can increase brand trust (trust) for the purpose of increasing consumer trust in the company, by building communication. other benefits are companies can increase word of mouth by providing something interesting. Companies need to find ways to make customers talk about the products they sell.

Keywords: brand image, brand trust word of mouth, and purchase decision

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