PERAN KEPERCAYAAN DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK PINKFLASH

This study aims to explore the role of trust in enchancing purchasing decisions for Pinkflash cosmetic products considering the influence of product quality, brand image, and price. The method applied in this study quantitative approach trought a survey by distributing questionnaires to 100 student respondents from Dian Nuswantoro University Semarang who are also users of Pinkflash product. Data analysis was conducted using Partial Least Squares (PLS). The findings indicate indicate that product quality and brand image have a positive and significant effect on trust, while price does not. Trust is proven to have a significant impact on purchasing decisions and mediates the influence of product quality and brand image on purchasing decisions. On the other hand, trust does not mediate the relationship between price and purchasing decisions.