PENGARUH EWOM, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW (Studi Pada Konsumen MS Glow di Wonogiri)

This research was conducted with the aim of finding out the influence of EWOM, Brand Image and Brand Trust on purchasing decisions for Ms Glow skincare products among Ms Glow consumers in Wonogiri. The type of research used in this research is quantitative research, namely data in the form of numbers that can be calculated. The data collection technique used was by distributing questionnaires. The population in this study was Ms Glow consumers in Wonogiri with a sample of 100 people who were determined using the Purposive Sampling technique. The data analysis method used is instrument testing, multiple linear regression, hypothesis testing, and coefficient of determination. The results of this research show that EWOM, Brand Image, and Brand Trust partially or simultaneously have a positive and significant influence on the decision to purchase Ms Glow skincare products among consumers in Wonogiri.