<![CDATA[Cosmetics are in great demand by women to fulfill their needs. For working women, cosmetics are very important both to fulfill work demands and the woman's own pleasure. The choice of cosmetic products can be seen from consumer trust and the value of the product. Consumers really pay attention to the cosmetics they will use, such as paying attention to product safety, product halalness, suitability for their skin, affordability and so on. The aim of this research is to analyze the significance of the influence of brand trust and customer value on purchase intention and customer loyalty among working women who use Wardah cosmetics by involving 89 respondents. The method used in this research is purposive sampling with sample selection to obtain information obtained with certain considerations. Data collection was carried out by distributing questionnaires via questionnaires and Google forms to visitors and employees of Luwes Purwodadi. The results of this research can be concluded that brand trust and customer value have a positive and significant effect on purchasing interest. Meanwhile, purchase interest also has a significant positive effect on customer loyalty. Keywords: Brand Trust, Customer Value, Purchase Interest and Customer Loyalty]]>
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