Abstract

The purpose of this research is to analyze: 1) influence of perceived quality on brand trust and 2) influence brand image on brand trust. Data were collected from 105 respondents who are the consumer of Wardah cosmetics in Surakarta and the surrounding area. The method of analysis using multiple linear regression. Based on the test of all instrument variables are valid and reliable. The classical assumption test indicates that the data normally distribute and linear, moreover there are no multicollinearity and heteroscedasticity. The result of this research showed that: 1) perceived quality has a positive and significant influence on brand trust and 2) brand image has a positive and significant influence on brand trust.

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