<![CDATA[Companies in Indonesia are stepping up their brand strategy game to sway consumer buying decisions in the face of fierce competition in the cosmetics market. Using data collected from shoppers at Bandar Lampung's Topshop Kedaton Store, this study will look at how customers' perceptions of the Wardah Cosmetics brand affect their likelihood to buy the company's products. Using a simple random sampling procedure, 94 respondents were selected from a total population of 1,350 customers. The sample size was obtained using the Slovin formula, which has a 10% error rate. This study employs a quantitative approach and is classified as explanatory research. Used IBM SPSS Statistics version 26 for multiple linear regression analysis on data collected from Likert-scale surveys. The study's findings show that trust in the brand, positive perceptions of the brand, and love for the brand all influence consumers' propensity to buy Wardah products. This suggests that consumers are more likely to buy when they have a strong emotional connection to the brand.]]>
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