THE ROLE OF BRAND TRUST IN MEDIATEING PRODUCT IMAGE AND CORPORATE IMAGE TOWARDS BRAND LOYALTY OF MS GLOW BEAUTY PRODUCTS
The purpose of this study is to determine the direct and indirect effects of Corporate Image, Product Image on Brand Loyalty through Brand Trust. This study took a total sample of 220 respondents who were selected using the accidental sampling technique in January 2023. The data analysis used was SEM-PLS. The results of the study show that direct Corporate Image and Product Image have a significant effect on Brand Loyalty for MS GLOW Beauty Products in Medan City. This study concludes that indirectly Brand Trust can mediate Corporate Image and Product Image towards Brand Loyalty for MS GLOW beauty products in Medan City.
Brand Trust, Memediasi Product Image, Corporate Image, Brand Loyalty