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Fiska Rahma Hismawan
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Economics, Econometrics & Finance

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The Influence of Brand Image, Brand Trust, and Lifestyle on Purchasing Decisions of Azarine Sunscreen Products in Mojokerto Fiska Rahma Hismawan; Sugeng Purwanto
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8164

Abstract

This study aims to examine the influence of brand image, brand trust, and lifestyle on consumers’ purchase decisions of Azarine Sunscreen products in Mojokerto. A recent overclaim controversy surrounding Azarine raised public concerns about the accuracy of product information, prompting the need to reassess consumer perceptions and decision-making processes. Using a quantitative approach, data were collected from 96 respondents through an online Likert-scale questionnaire and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS. The study reveals that brand image, brand trust, and lifestyle all have positive effects on purchase decisions. The findings emphasize the importance of cultivating a trustworthy and emotionally resonant brand while aligning marketing strategies with consumers’ lifestyles to foster long-term brand engagement in the skincare industry.
Co-Authors Sugeng Purwanto