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All Journal International Journal of Marketing and Human Resource Research
Fitria, Alya Napsi
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Economics, Econometrics & Finance Social Sciences

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The Influence of Product Quality, Brand Image, and Perceived Overclaim on Consumer Trust in The Originote Skincare Products Fitria, Alya Napsi; Mubarok, Dadan Abdul Aziz
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3328

Abstract

This study aims to investigate how consumer perceptions of exaggerated claims, brand image, and product quality influence consumer trust in skin care products. Purposive sampling was used to select 100 respondents for this quantitative descriptive study. This study aims to investigate how consumer perceptions of exaggerated claims, brand image, and product quality influence consumer trust in skin care products (β = 0.435; t = 5.512; Sig. = 0.000). In addition, brand image has a significant and favorable impact (β = 0.548; t = 5.232; Sig. = 0.000). However, the perception of exaggerated claims has no significant impact (β = 0.024; t = 1.032; Sig. = 0.305). Consumer confidence is significantly influenced by these three factors together (F = 125.658; Sig. = 0.000). Based on an R2 of 0.797, product quality, brand image, and perceived exaggeration accounted for 79.7% of the variance in customer trust. Variables not included in the research model impacted the remaining 20.3%. The results showed that perceived exaggeration did not necessarily reduce customer trust. Product quality and brand image significantly impacted consumer trust. By showing that exaggerated product claims do not damage brand credibility and that quality and brand image remain strong, our findings reinforce the ethical marketing paradigm.
Co-Authors Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok