Pianissa Zahra, . (2026) KEPERCAYAAN MEREK SEBAGAI MEDIATOR DALAM PENGARUH ISU OVERCLAIM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The beauty industry in Indonesia has experienced rapid growth, marked by an increase in the number of businesses, market value expansion, and increasingly competitive product innovation. However, amid this growth, the phenomenon of skincare overclaim has emerged, referring to product claims that are not supported by adequate scientific evidence and may potentially harm consumers both physically and psychologically. This study aims to analyze the influence of product quality and brand image on purchase decisions for Avoskin beauty products, with brand trust as a mediating variable in the context of overclaim issues. This research was conducted in the Greater Jakarta area (Jabodetabek) using a quantitative approach, with data collected through online questionnaires distributed via Google Forms. The sample consisted of 150 respondents selected using purposive sampling. The research instrument comprised 15 indicators measured using a 5-point Likert scale. Data analysis was carried out using the PLS-SEM method with the assistance of SmartPLS version 4 software. The results indicate that product quality and brand image have a positive and significant effect on brand trust. In addition, product quality, brand image, and brand trust also have a positive and significant influence on purchase decisions. Brand trust is proven to act as a significant mediating variable in the relationship between product quality and brand image on purchase decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111155] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Dienni Ruhjatini Sholihah] [Ketua Penguji: Anastasia Bernadin Dwi Mardiatmi] |
| Uncontrolled Keywords: | Brand Image, Brand Trust, Product Quality, Purchase Decision, Overclaim Issue |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | PIANISSA ZAHRA |
| Date Deposited: | 28 Aug 2026 02:22 |
| Last Modified: | 28 Aug 2026 02:22 |
| URI: | http://repository.upnvj.ac.id/id/eprint/51672 |
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