ANALISIS PENGARUH BRAND TRUST, HARGA DAN REVIEW BEAUTY INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW ( Studi Kasus Klinik MS Glow Aesthetic Jakarta )

ANALYSIS OF THE INFLUENCE OF BRAND TRUST, PRICE AND BEAUTY INFLUENCER REVIEW ON THE DECISION TO PURCHASE MS GLOW PRODUCTS (Case Study of MS Glow Aesthetic Clinic Jakarta)

Abstract

This study aims to analyze the influence of brand trust, Price, and beauty influencer reviews on purchasing decisions for MS Glow Products at the MS Glow Aesthetic Clinic Jakarta. The study is motivated by intense competition in the skincare industry, which has led to a decline in MS Glow's sales, particularly at its Kemang branch. The research method used is quantitative with a descriptive causal design. The sample consists of 50 consumers selected using purposive sampling, based on criteria such as women aged 21–40 years who have purchased MS Glow Products at least twice in the last six months. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression. The results show that Brand trust (significance value 0.000 < 0.05) indicates that Ho is rejected and Ha is accepted. Price (significance value 0.003 < 0.05) indicates that Ho is rejected and Ha is accepted. Beauty influencer reviews (significance value 0.000 < 0.05) also indicate that Ho is rejected and Ha is accepted. Simultaneously, all independent Variables have a significant influence on purchasing decisions (F value = 25.231 > 2.81). This study contributes to understanding consumer behavior in the beauty Product market and can serve as a reference for MS Glow's Marketing strategies.

Keywords: Brand trust, Price, Beauty influencer Reviews, Purchasing Decisions