PENGARUH BRAND TRUST DAN LIFE STYLE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK DR.RINA HOUSE OF BEAUTY

This research aims to find out how Brand Trust and Life Style influence dr. Rina House Of Beauty. The type of research used is quantitative research, namely research showing whether or not a variable has an effect by examining a population or sample by testing a predetermined hypothesis. The samples taken were 50 respondents. The sampling technique used is Purposive Sampling with samples taken that will be scrutinized. The regression analysis method used is multiple linear regression and to test the hypothesis the partial significance test (t test) and simultaneous significance test (F test) are used. Statistical tests and data processing were carried out using SPSS version 25. From the results of this
research it can be concluded that brand trust has an influence on beauty product purchasing decisions, Life Style has no influence on beauty product purchasing decisions, Brand Trust, Life Style simultaneously influence product purchasing decisions. beauty.