<![CDATA[This study aims to determine the effect of brand communication variables, brand image, brand trust on the brand trust of The Body Shop products. This research is a quantitative research The data sources used in this research are primary data and secondary data. The sampling applied in this study uses a method called the Non Probability Sampling technique. This research make use of Structural Equation Modeling (SEM) as a statistical instrument in an effort to test various hypotheses that have been determinedwith the help of AMOS software. The results showed thatBrand communication has a positive effect on brand image, brand image has a positive effect on brand personality, meaning that the better the brand image of a product will affect the brand personality. The results also show that Brand communication has a positive effect on brand trust, meaning that brand communication has no influence on brand trust and brand image has a positive effect on brand trust and that the better the brand image created by a product will increase trust in consumers and brand personality has a positive effect on brand trust. . Keywords : Brand Communication; Brand Image; Brand Trust]]>
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