<![CDATA[Abstrak Penelitian ini dilakukan untuk menganalisis pengaruh kesadaran merek dan kepercayaan merek terhadap minat beli skincare Bebwhite C Karawang. Penelitan ini menggunakan metode deskriptif dan verifikatif. Sample yang dikumpulkan menggunakan metode Slovin dan teknik sampling purposive sampling yang kemudian menghasilkan sampel sebanyak 400 responden. Berdasarkan hasil analisis yang telah dilakukan penelitian ini membuktikan bahwa koefisien korelasi antara variabel kesadaran merek dan kepercayaan merek tingkat korelasinya sangat kuat dan berpengaruh positif dan signifikan. Variabel kesadaran merek dan kepercayaan merek secara parsial berpengaruh positif dan signifikan terhadap minat beli, serta variabel kesadaran merek dan kepercayaan merek secara simultan berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci: Kesadaran Merek, Kepercayaan Merek, Minat Beli AbstractThis research was conducted to analyze the Effect of Brand Awareness and Brand Trust on Buying Interest at Bebwhite C Skincare Karawang. The research was conducted by implement descriptive and verification methodst. Research Samples were gathered using the method of Slovin method and the sampling technique purposive sampling which then produced 400 samples. From the results of data a coefficient’s correlation was obtained between brand awareness variables and brand trust the correlation level is very strong and has a positive effect. The brand awareness variables and brand trust variables partially have a positive and significant effect on job satisfaction, and the brand awareness variables and brand trust variables simultaneously have a positive and significant effect on buying interest. Keyword: Brand Awareness, Brand Trust, Buying Interest]]>
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