<![CDATA[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.]]>
Copyrights © 2025
