PENGARUH BRAND EQUITY TERHADAP BRAND IMAGE DENGAN KEPERCAYAAN MEREK SEBAGAI MODERASI (Studi pada Pelanggan Skincare Glad 2 Glow di Toko TBSS Sigura-Gura Malang)

This study aims to examine the effect of brand equity on brand image with brand trust as a moderation. This study uses an explanatory quantitative approach. The data collection technique in this study used a survey with a questionnaire distribution. The sample was obtained using the lemshow formula of 246 Glad 2 Glow skincare customers, carried out using purposive sampling. The results of the CFA regression analysis, moderation and hypothesis testing showed that brand awareness, brand association, perceived quality and brand loyalty form brand equity, brand equity has a positive and significant effect on brand image, brand trust has a positive and significant effect on brand image and trust does not moderate the effect of brand equity on brand image.
Keywords: Brand image, Brand equity, Brand Trust