Pengaruh Brand Image, Brand Trust Dan Brand Awereness Terhadap Keputusan Pembelian Produk Parfum Victoria’s Secret Di Kota Surabaya

Abstract

This study aims to identify the effect of Brand Image, Brand Trust, and Brand Awareness on purchasing decisions for Victoria's Secret perfume in Surabaya City. In the context of the growing fashion industry in Surabaya, perfume as a lifestyle product has an important role in supporting appearance and increasing self-confidence. Along with the expansion of products by fashion industry players, Victoria's Secret needs to strengthen customer reach to market and attract consumers. The approach used in this research is quantitative, which focuses on testing the relationship between variables. The study population consisted of consumers of Victoria's Secret perfume products in Surabaya, with a sample of 111 respondents collected through an online Google Form. Sampling was carried out using Non Probability Sampling technique using Purposive Sampling. The data was analyzed using multiple linear regression analysis with IBM Statistic SPSS Version 25 software. The results of hypothesis testing show that Brand Image does not have a significant influence on Victoria's Secret perfume purchasing decisions. In contrast, Brand Trust and Brand Awareness are proven to have a significant influence on purchasing decisions for perfume products in Surabaya City