West Science Economic and Entrepreneurship Vol.
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May 2026, pp.
To What Extent Do Brand Image and Perceived Value Contribute to Customer Trust and Purchase Decisions for Local Skincare Products in Indonesia? Dila Padila Nurhasanah1.
Dasa Rahardjo Soesanto2.
Ilham Akbar Bunyamin3 Universitas Nusa Putra UTPAS (Universitas Utpadaka Swastik.
Article Info
ABSTRACT
Article history:
The rapid growth of the local skincare industry in Indonesia has intensified competition among domestic and international brands, making it essential to understand the factors that influence consumer purchasing behavior.
This study aims to examine the extent to which brand image and perceived value contribute to customer trust and purchasing decisions regarding local skincare products in Indonesia.
quantitative research approach was employed using a survey method.
Data were collected from 250 consumers who had purchased and used local skincare products through a structured questionnaire measured on a five-point Likert scale.
The collected data were analyzed using Structural Equation ModelingAePartial Least Squares (SEM-PLS .
The findings reveal that brand image and perceived value significantly and positively influence customer trust.
Brand image and perceived value were found to enhance consumersAo confidence in local skincare brands.
Furthermore, brand image, perceived value, and customer trust significantly influence purchasing decisions.
The results also demonstrate that customer trust partially mediates the relationships between brand image and purchasing decisions, as well as between perceived value and purchasing decisions.
The structural model 8% of the variance in customer trust and 72.
1% of the variance in purchasing decisions, indicating substantial explanatory The study concludes that customer trust plays a crucial role in translating favorable brand perceptions and value evaluations into actual purchasing decisions.
These findings contribute to consumer behavior and marketing literature by providing empirical evidence from the Indonesian local skincare market.
Practically, the results suggest that local skincare companies should focus on strengthening brand image, delivering superior perceived value, and fostering customer trust to enhance consumer purchasing decisions and maintain competitive advantage in the increasingly dynamic beauty Received May, 2026 Revised May, 2026 Accepted May, 2026 Keywords:
Brand Image Perceived Value Customer Trust Purchasing Decision Local Skincare Products This is an open access article under the CC BY-SA license.
Corresponding Author:
Name: Dasa Rahardjo Soesanto Institution Address: UTPAS (Universitas Utpadaka Swastik.
e-mail: dasaraharjo@gmail.
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INTRODUCTION
The experienced substantial growth over the past decade, driven by increasing consumer awareness of personal care, health, and beauty, as well as the rapid expansion of digital technologies, social media, and ecommerce platforms.
These developments have fundamentally transformed the way consumers search for information, evaluate products, and make purchasing decisions .
, .
In emerging economies, the skincare sector has become one of the fastest-growing segments within the beauty and personal care market .
, .
As consumers become more informed and selective, companies are required to understand the factors that influence purchasing behavior in order to maintain competitiveness and sustain longterm growth .
, .
This trend has intensified interest among researchers and practitioners in identifying the determinants of consumer decision-making in the skincare industry.
Indonesia represents one of the most dynamic skincare markets in Southeast Asia.
The growth of local skincare brands has been supported by increasing internet penetration, rising disposable income, and a growing preference for products that align with local consumer needs and skin characteristics.
Numerous local brands have successfully strengthened their market positions through product innovation, influencer marketing, and digital engagement strategies .
, .
Nevertheless, local skincare companies continue to face intense competition from international brands that possess stronger global reputations, extensive marketing resources, and broader product portfolios .
, .
In such a competitive environment, understanding how consumers evaluate local skincare products and what factors drive their purchasing decisions becomes increasingly Consumer purchasing decisions regarding skincare products are often characterized by a high degree of uncertainty and perceived risk.
Unlike many other consumer goods, skincare products are directly associated with personal health.
A safety, and physical appearance, making consumers more cautious during the decision-making .
, .
Consequently, individuals tend to engage in extensive information searches and evaluate multiple factors before purchasing a product.
Among the various determinants of consumer behavior, brand image and perceived value have emerged as particularly important because they influence how consumers assess product quality, reliability, and expected benefits .
, .
A positive brand image can signal credibility and professionalism, while superior perceived value can enhance consumersAo effectiveness and worth.
Together, these factors may play a crucial role in shaping customer trust and purchasing behavior.
Customer trust has become a central concept in marketing literature because it reduces uncertainty and facilitates long-term relationships between consumers and brands.
In the skincare industry, trust is especially important because consumers rely heavily on brand claims regarding product quality, safety, and effectiveness.
Previous studies have reported positive relationships among brand image, perceived value, customer trust, and purchasing behavior across different industries .
, .
However, empirical findings remain inconsistent across contexts, and relatively limited research has specifically examined these relationships within the rapidly growing local skincare market in Indonesia.
Existing studies have frequently focused on international brands, general cosmetic products, or online purchasing behavior, leaving an important gap in understanding the mechanisms that influence consumer decisions toward Indonesian local skincare brands.
To address this gap, the present study investigates the extent to which brand image and perceived value contribute to customer trust and purchasing decisions regarding local skincare products in Indonesia.
Furthermore, this study examines the mediating role of customer trust in the relationships between brand image and purchasing decisions as well as between perceived value and purchasing decisions.
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West Science Economic and Entrepreneurship The findings are expected to offer practical insights for local skincare companies seeking to strengthen customer trust, enhance brand competitiveness, and improve purchasing outcomes in an increasingly competitive LITERATURE REVIEW 1 Brand Image Brand image is one of the most important intangible assets perceptions and behavior.
represents the collection of beliefs, impressions, ideas, and associations that consumers hold toward a particular brand.
According to marketing theory, brand image is formed through consumersAo word-ofmouth interactions, and direct product usage .
, .
In highly competitive markets, consumers frequently rely on brand image as a heuristic cue when evaluating products because it helps reduce uncertainty and perceived risk.
This is especially relevant in the skincare industry, where consumers often find it difficult to assess product quality and effectiveness before actual use .
, .
A favorable brand image can create positive expectations regarding product customer satisfaction, thereby increasing consumer confidence and preference.
Previous studies have shown that a strong brand image positively influences consumer attitudes, emotional attachment, purchase intentions, customer loyalty, and positive word-of-mouth communication .
, .
In the context of local skincare products, brand image may be strengthened through A influencer endorsements, social media engagement, and positive consumer experiences.
From the perspective of signaling theory, brand image serves as a market signal that assists consumers in evaluating products under conditions of Consumers who perceive a skincare brand as reputable, professional, and trustworthy are more likely to believe that its products will deliver the reducing perceived risk and increasing confidence in the Trust is often built upon credibility, and integrity, all of which are closely associated with a positive brand image .
Ae.
Empirical studies consistently report that consumers who associate a brand with quality and professionalism are more likely to develop trust toward it.
Beyond its influence on trust, brand image also directly affects purchasing decisions by shaping consumersAo overall evaluations of products.
Consumers tend to prefer brands that align with their expectations, preferences, and self-concepts, while a strong brand image enhances product uncertainty during the decisionmaking process .
, .
In the skincare market, where concerns regarding safety, effectiveness, and product performance are favorable brand image can encourage consumers to try products, recommend them to others, and engage in repeat Therefore, brand image can be regarded as a Vol.
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West Science Economic and Entrepreneurship critical factor influencing both customer trust and purchasing H1: Brand image positively influences customer trust.
H2: Brand image positively influences purchasing decisions.
2 Perceived Value Perceived marketing literature, referring to consumersAo overall evaluation of a product based on the comparison between the benefits received and the sacrifices Benefits may include product quality, effectiveness, recognition, while sacrifices may involve monetary costs, time, effort, and perceived risks .
, .
Consumers generally prefer products that offer greater benefits relative to the resources they invest, making perceived value an important criterion in evaluating alternative products.
Within the skincare industry, perceived value extends beyond encompassing aspects such as ingredient quality, packaging, brand reputation, product safety, and overall user experience .
, .
Products that successfully combine high quality and effectiveness with reasonable pricing are often perceived as delivering superior value.
From value-based perspective, consumers make purchasing decisions primarily based on their perceptions of value rather than objective product characteristics alone.
Consequently, local skincare brands that provide effective products at competitive prices are more likely to attract and A value-conscious Perceived value also plays a significant role in shaping customer trust and purchasing According to social exchange theory, trust develops exchanges as fair and beneficial.
When customers believe that a skincare product consistently delivers benefits that exceed or meet their expectations relative to its cost, they are more likely to develop confidence in the brand .
, .
Previous studies across retail, hospitality, e-commerce, and cosmetic industries have because consumers interpret superior value as evidence that a company genuinely seeks to satisfy their needs.
Furthermore, perceived value is widely recognized as a key determinant Consumers frequently compare prices, ingredients, effectiveness, and customer reviews before purchasing skincare products, and products that provide high quality and effectiveness at reasonable prices are generally perceived as more attractive .
, .
As a result, consumers who perceive greater value are more likely to develop favorable attitudes toward a product, intentions, and ultimately make purchasing decisions.
Therefore, perceived value is expected to customer trust and purchasing H3:
Perceived positively influences customer Vol.
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West Science Economic and Entrepreneurship H4:
Perceived positively influences purchasing 3 Customer Trust Customer trust refers to a consumerAos confidence in a brandAos reliability, honesty, competence, and integrity.
Trust is a fundamental concept in relationship marketing because it reduces uncertainty and perceived risk, particularly when consumers cannot fully evaluate product quality before purchase .
, .
In the skincare industry, trust is especially important because consumers rely on manufacturersAo claims effectiveness, and quality .
, .
According marketing theory, trust develops through positive experiences, transparent communication, and consistent product performance.
As trust increases, consumers become more confident in purchasing decisions and are more likely to maintain longterm relationships with a brand.
Previous influences purchasing decisions, repurchase intentions .
, .
Therefore, customer trust is expected to be a significant decisions for local skincare H5: Customer trust positively influences purchasing decisions.
4 The Mediating Role of Customer Trust Customer trust may serve as mechanism linking brand image purchasing decisions.
A positive brand image can strengthen trust credibility, and competence, while perceived value can enhance trust when consumers believe that a product provides benefits that justify its cost .
, .
As a result, consumers who perceive a skincare brand positively and consider it valuable are more likely to develop trust toward the brand, which subsequently increases their likelihood of making a Previous studies in the cosmetics, retail, and service reported that trust acts as a significant mediator between behavioral outcomes .
, .
Therefore, customer trust is relationships between brand image and purchasing decisions as well as between perceived value and purchasing decisions.
H6: Customer trust mediates the relationship between brand image and purchasing decisions.
H7: Customer trust mediates perceived value and purchasing METHODS 1 Research Design This study employed a quantitative relationships among brand image, perceived value, customer trust, and purchasing decisions regarding local skincare products in Indonesia.
A quantitative method was considered appropriate because it enables the testing of theoretical relationships among variables using empirical data and statistical The study adopted an explanatory research design with a cross-sectional survey approach, in which data were collected from respondents at a single point in time to capture their perceptions, attitudes, and Vol.
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West Science Economic and Entrepreneurship purchasing behavior toward local skincare This approach is widely used in consumer behavior research due to its effectiveness in analyzing behavioral patterns and causal relationships among variables.
achieve the research objectives, the collected data were analyzed using Structural Equation ModelingAePartial Least Squares (SEM-PLS) version 3, which is suitable for examining complex models involving both direct and 2 Population and Sample The population of this study consisted of consumers in Indonesia who had experience purchasing and using local skincare products developed and marketed by Indonesian companies.
Since the exact number of local skincare consumers is unknown and continuously changing, the Therefore, this study employed a nonprobability sampling method using purposive sampling to select respondents who met specific criteria relevant to the research The criteria included being at least 17 years old, residing in Indonesia, having purchased local skincare products within the previous twelve months, having experience using at least one local skincare brand, and being willing to participate voluntarily in the A total of 250 respondents were successfully recruited and included in the This sample size was considered adequate for Structural Equation ModelingAe Partial Least Squares (SEM-PLS) analysis, as previous methodological studies suggest that a sample exceeding 200 observations provides sufficient statistical power and reliable parameter estimation.
3 Data Collection Procedure Primary data were collected through a structured questionnaire distributed online using digital survey platforms to reach respondents from various regions of Indonesia efficiently and cost-effectively.
Prior to participation, respondents were informed about the purpose of the study and assured that all responses would remain confidential and anonymous.
Participation was voluntary, and respondents were free to withdraw from the survey at any stage.
The questionnaire consisted of two sections: the educational background, occupation, and frequency of purchasing local skincare products, while the second section contained measurement items related to the research All items were measured using a five-point Likert scale ranging from 1 (Strongly Disagre.
to 5 (Strongly Agre.
The Likert scale was chosen because it effectively respondentsAo perceptions while providing reliable data for statistical analysis in consumer behavior 4 Measurement of Variables The study included four latent variables: Brand Image.
Perceived Value.
Customer Trust, and Purchasing Decision.
Table 1.
Measurement Variables Code
BI1
BI2
BI3
BI4
BI5
Code
PV1
PV2
PV3
PV4
PV5
Indicator The local skincare brand has a good reputation.
The brand is well recognized by consumers.
The brand reflects high quality.
The brand is attractive and appealing.
The brand has a positive image in the market.
Indicator The product provides good value for money.
The product quality is worth the price paid.
The product offers benefits that meet my expectations.
Purchasing this product is a wise decision.
Overall, the product provides excellent value.
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Code
CT1
CT2
CT3
CT4
CT5
Code
PD1
PD2
PD3
PD4
PD5
Indicator I trust the quality of this local skincare brand.
I believe the brand delivers what it promises.
The brand is honest in communicating product information.
I feel secure when using products from this brand.
This brand can be relied upon consistently.
Indicator I frequently choose local skincare products.
I am willing to purchase this brand again.
I prefer this brand over competing alternatives.
I intend to continue purchasing local skincare products.
I recommend this brand to others.
The study examined four variables:
brand image, perceived value, customer trust, and purchasing decision.
Brand image refers to consumersAo overall perceptions, beliefs, and associations regarding local skincare brands and was measured using indicators adapted from previous marketing studies.
Perceived value reflects consumersAo evaluation of the benefits received relative to the costs incurred when purchasing local skincare products.
Customer trust refers to consumersAo confidence in the reliability, integrity, and performance of local skincare brands, while purchasing decision represents consumersAo willingness and actual tendency to purchase local skincare products.
Each construct was operationalized using multiple measurement indicators derived from established literature to ensure the validity and reliability of the research instrument.
5 Data Analysis Technique The collected data were analyzed using Structural Equation ModelingAePartial Least Squares (SEM-PLS) version 3, which was selected because of its suitability for predictive research, its ability to handle complex models involving multiple latent variables, and its relatively low sensitivity to data normality assumptions.
The analysis was conducted in two stages: measurement model evaluation .
uter mode.
and structural model evaluation .
nner mode.
The outer model assessment aimed to examine the reliability and validity of the measurement instruments through convergent validity, discriminant validity, and reliability tests.
Convergent validity was evaluated using factor loadings with a minimum threshold of 70 and Average Variance Extracted (AVE) values greater than 0.
50, while discriminant validity was assessed using the Fornelarcker Criterion and the HeterotraitMonotrait Ratio (HTMT) with values below Reliability was examined through CronbachAos Alpha and Composite Reliability, both of which were required to exceed 0.
The inner model evaluation was conducted to test the proposed hypotheses by examining the coefficient of determination (RA), effect size .
A), predictive relevance (QA), and path RA values were used to assess the explanatory power of the model, while fA values measured the contribution of each predictor variable.
Predictive relevance was evaluated using the blindfolding procedure, where QA values greater than zero indicated adequate predictive capability.
Finally, hypothesis testing was performed through a 5,000 resamples, and relationships were considered significant when the t-statistic exceeded 1.
and the p-value was below 0.
RESULTS AND DISCUSSION
1 Respondent Profile A total of 250 valid questionnaires were collected and analyzed.
The respondents consisted of consumers who had purchased and used local skincare products in Indonesia within the last twelve months.
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West Science Economic and Entrepreneurship Table 2.
Demographic Characteristics of Respondents .
= .
Characteristics Gender Age Education Purchase Frequency Category Male Female 17Ae25 years 26Ae35 years 36Ae45 years >45 years High School Diploma Bachelor's Degree Postgraduate 1Ae2 times/month 3Ae4 times/month More than 4 times/month Table 2 presents the demographic profile of the 250 respondents participating in this study.
The results indicate that female accounting for 71.
2% of participants, while males represented 28.
8%, suggesting that women remain the primary consumers of local skincare products in Indonesia.
In terms of age, the largest group was respondents aged 17Ae25 years .
4%), followed by those aged 26Ae35 years .
2%), indicating that local skincare products are particularly popular among younger consumers who are generally more active on digital platforms and more engaged with beauty and personal care Regarding educational background, nearly half of the respondents held a bachelorAos degree .
2%), followed by high school graduates .
8%), indicating that the majority of consumers possess relatively high educational attainment, which may influence Frequency Percentage (%) their ability to evaluate product information Furthermore, the purchasing frequency data reveal that 40.
8% of respondents purchased skincare products one to two times per month, 4% purchased three to four times per month and 24.
8% purchased more than four times per month.
These findings suggest that skincare products constitute a regularly consumed category among Indonesian consumers, reflecting strong market demand and active consumer engagement with local skincare brands.
2 Measurement Model Assessment (Outer Mode.
Convergent Validity Convergent validity was evaluated using factor loadings and Average Variance Extracted (AVE).
All indicators exceeded the recommended loading threshold of 0.
Table 3.
Factor Loadings and Convergent Validity Construct
Brand Image
Perceived Value Customer Trust
Indicator BI1
BI2
BI3
BI4
BI5
PV1
PV2
PV3
PV4
PV5
CT1
CT2
Loading Vol.
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Purchasing Decision CT3
CT4
CT5
PD1
PD2
PD3
PD4
PD5
Table 3 shows that all measurement indicators have factor loading values above the recommended threshold of 0.
70, ranging 814 to 0.
These results indicate that each indicator has a strong relationship with its respective construct and is able to measure the intended latent variable effectively.
The Brand Image indicators show loading values 814 and 0.
867, while Perceived Value ranges from 0.
819 to 0.
Customer Trust ranges from 0.
842 to 0.
891, and Purchasing Decision ranges from 0.
826 to Since all indicators exceed the minimum criterion, no item needs to be removed from the model.
Therefore, the measurement model demonstrates good convergent validity, confirming that the indicators used in this study are valid for measuring brand image, perceived value, customer trust, and purchasing decision.
Table 3.
Reliability and AVE Results Variable Brand Image Perceived Value Customer Trust Purchasing Decision Cronbach's Alpha Table 3 presents the reliability and measurement model.
The findings show that all constructs achieved CronbachAos Alpha values above 0.
70, ranging from 0.
892 to 0.
indicating a high level of internal consistency among the measurement items.
Similarly.
Composite Reliability values ranged from 920 to 0.
935, exceeding the recommended threshold of 0.
70 and confirming the reliability of the constructs.
In addition, the Average Variance Extracted (AVE) values ranged from 0.
697 to 0.
742, which are well Composite Reliability AVE above the minimum criterion of 0.
demonstrating that each construct explains more than 50% of the variance in its Among the variables.
Customer Trust exhibited the highest reliability and convergent validity values, with a CronbachAos Alpha of 0.
Composite Reliability of 0.
and AVE of 0.
Discriminant Validity Discriminant validity was assessed using the Fornell-Larcker Criterion.
Table 5.
Fornell-Larcker Criterion Variable Brand Image (BI) Perceived Value (PV) Customer Trust (CT) Purchasing Decision (PD) Table 5 presents the results of the Fornell-Larcker Criterion used to assess discriminant validity.
The findings indicate that the square root of the Average Variance Extracted (AVE) for each construct, represented by the diagonal values, is greater than its correlations with other constructs.
Specifically.
Brand Image .
Perceived Vol.
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West Science Economic and Entrepreneurship Value .
Customer Trust .
, and Purchasing Decision .
all exhibit corresponding inter-construct correlations.
These results demonstrate that each construct shares more variance with its own indicators than with other constructs in the model, confirming adequate discriminant validity.
Therefore, the constructs of Brand Image.
Perceived Value.
Customer Trust, and Purchasing Decision are empirically distinct phenomena, supporting the validity of the structural analysis.
variables in the structural model.
The results show that Customer Trust has an RA value of 618, indicating that Brand Image and Perceived Value jointly explain 61.
8% of the variance in Customer Trust.
According to the recommended criteria, this value represents a moderate level of explanatory power, suggesting that the two predictor variables are important determinants of customer trust toward local skincare products.
Furthermore.
Purchasing Decision achieved an RA value of 721, indicating that Brand Image.
Perceived Value, and Customer Trust collectively 1% of the variance in purchasing This value can be classified as substantial, demonstrating that the proposed model has strong predictive capability in explaining consumersAo purchasing behavior.
3 Structural Model Assessment (Inner Mode.
Coefficient Determination (RA) Table 6 presents the coefficient of determination (RA) values for the endogenous Effect Size .
A) Table 6.
Effect Size Results Relationship BI Ie CT PV Ie CT BI Ie PD PV Ie PD CT Ie PD Table 6 presents the effect size .
A) results, which indicate the magnitude of the contribution of each exogenous variable to the endogenous constructs.
The findings show that the relationship between Brand Image and Customer Trust .
A = 0.
and the relationship between Perceived Value and Customer Trust .
A = 0.
both exhibit medium effect sizes, suggesting that these variables make meaningful contributions to explaining customer trust.
In contrast, the effects of Brand Image on Purchasing Decision .
A = 0.
and Perceived Value on Purchasing Decision .
A = 0.
are classified as small, indicating that although these relationships are significant, their individual contributions are relatively limited when compared to other predictors in the model.
Notably.
Customer Trust demonstrates the largest effect on Purchasing Decision .
A = Interpretation Medium Medium Small Small Large .
, which falls within the large effect This finding highlights the critical role of customer trust as the most influential factor driving purchasing decisions for local skincare products.
Predictive Relevance (QA) The predictive relevance (QA) values obtained through the blindfolding procedure.
The results indicate that Customer Trust has a QA value of 0.
432, while Purchasing Decision has a QA value of 0.
Since both values are greater than zero, the model demonstrates satisfactory predictive relevance, indicating that the exogenous variables have adequate predictive capability for the endogenous Furthermore, the relatively high QA values suggest that the proposed model is not only capable of explaining the observed relationships among variables but also Vol.
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West Science Economic and Entrepreneurship possesses strong predictive power in forecasting customer trust and purchasing decisions regarding local skincare products.
Therefore, the structural model can be considered robust and relevant for understanding consumer behavior in the Indonesian local skincare market.
4 Hypothesis Testing Hypothesis testing was conducted using bootstrapping with 5,000 subsamples.
Table 7.
Direct Effects Hypothesis Relationship BI Ie CT BI Ie PD PV Ie CT PV Ie PD CT Ie PD Path Coefficient Table 8 presents the results of the direct effects analysis and hypothesis testing.
The findings indicate that all proposed as each relationship exhibits a positive path coefficient, a t-value greater than 1.
96, and a p-value below 0.
Brand Image significantly influences Customer Trust ( = 0.
381, t = 6.
p < 0.
and Purchasing Decision ( = 0.
t = 3.
765, p < 0.
, suggesting that consumers who perceive local skincare brands positively are more likely to trust and purchase them.
Similarly.
Perceived Value has a significant positive effect on Customer Trust ( = 0.
456, t = 7.
812, p < 0.
and Purchasing Decision ( T-value P-value Decision Supported Supported Supported Supported Supported = 0.
254, t = 4.
218, p < 0.
, indicating that consumers who perceive greater value from skincare products are more likely to trust the brand and make purchase decisions.
Furthermore.
Customer Trust significantly affects Purchasing Decision ( = 0.
412, t = 036, p < 0.
, representing the strongest direct relationship in the model.
This finding highlights the critical role of trust in shaping consumer purchasing behavior and suggests that strengthening customer trust can be an effective strategy for increasing the likelihood of purchasing local skincare products.
Mediation Analysis Table 9.
Indirect Effects Hypothesis Relationship BI Ie CT Ie PD PV Ie CT Ie PD Indirect Effect Table 9 presents the results of the indirect effects analysis, which examines the mediating role of Customer Trust in the Brand Image.
Perceived Value, and Purchasing Decision.
The findings indicate that Customer Trust significantly mediates the relationship between Brand Image and Purchasing Decision ( = 0.
157, t = 4.
623, p < 0.
supporting H6.
This result suggests that a positive brand image not only directly influences purchasing decisions but also indirectly encourages purchasing behavior by strengthening consumersAo trust in the brand.
Similarly.
Customer Trust significantly T-value P-value Decision Supported Supported mediates the relationship between Perceived Value and Purchasing Decision ( = 0.
188, t = 371, p < 0.
, supporting H7.
This finding indicates that consumers who perceive greater value from local skincare products are more likely to develop trust, which subsequently increases their likelihood of making a purchase.
Furthermore, the indirect effect of Perceived Value is slightly stronger than that of Brand Image, suggesting that value perceptions play a particularly important role in building trust and influencing consumer purchasing behavior.
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West Science Economic and Entrepreneurship Discussion The findings indicate that brand image has a significant positive influence on customer trust.
This means that consumers who perceive local skincare brands as reputable, reliable, and professional are more likely to develop confidence in those brands.
In the Indonesian skincare market, where consumers are exposed to many local and international alternatives, brand image functions as an important signal of quality and credibility.
Since skincare product effectiveness cannot always be fully assessed before use, consumers often rely on brand reputation to reduce uncertainty .
, .
Therefore, positive brand associations help strengthen consumer confidence in product safety, quality, and expected performance.
The results also show that brand image significantly influences purchasing This indicates that consumers are more likely to purchase local skincare products when they have positive perceptions of the brand.
For local skincare companies, efforts such as influencer marketing, attractive packaging, consistent social media communication, and customer engagement can strengthen brand image and encourage consumers to buy.
A favorable brand image not only attracts potential customers but also increases the possibility of repeat purchases word-of-mouth Thus, brand image plays an important role not only in building trust but also in directly shaping consumer purchasing behavior .
, .
Perceived value was also found to have a significant positive effect on both customer trust and purchasing decisions.
This finding suggests that consumers are more likely to trust and purchase local skincare products when they believe that the benefits received are worth the cost paid.
Indonesian consumers tend to compare ingredients, packaging, and customer reviews before making purchasing decisions.
When local skincare products are perceived as offering good quality, visible results, and reasonable prices, consumers are more likely to consider them valuable.
This confirms that perceived value is an important factor in strengthening consumer confidence and encouraging purchase decisions in the skincare market .
, .
Customer trust emerged as the strongest predictor of purchasing decisions.
This finding emphasizes that trust is a central factor in consumer behavior, particularly in the skincare industry, where products are directly related to skin health, safety, and Consumers who trust a brand are more willing to believe product claims, rely on quality standards, and feel secure when using the product.
As a result, trusted brands are more likely to encourage purchase decisions, repeat buying behavior, and longterm customer loyalty.
This shows that local skincare brands should not only focus on promotion and pricing, but also on transparency, and credibility .
, .
The mediation results further demonstrate that customer trust mediates the relationships between brand image and purchasing decisions as well as between perceived value and purchasing decisions.
This means that positive brand image and strong perceived value do not only influence purchasing decisions directly, but also indirectly by first building customer trust.
Consumers who view a local skincare brand positively and perceive its products as valuable are more likely to trust the brand, which then increases their willingness to purchase .
, .
, .
Overall, these findings suggest that local skincare brands in Indonesia should prioritize strategies that strengthen brand image, deliver superior customer value, and build sustainable customer trust in order to compete effectively in the growing skincare industry.
CONCLUSION
The demonstrate that brand image and perceived value significantly influence customer trust and purchasing decisions regarding local skincare products in Indonesia.
Consumers are more likely to trust local skincare brands when they perceive them as reputable.
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West Science Economic and Entrepreneurship reliable, and capable of delivering benefits that justify the costs incurred.
Furthermore, brand image, perceived value, and customer trust were found to have significant positive effects on purchasing decisions, with customer trust emerging as the strongest This finding highlights the critical role of trust in reducing perceived risk and encouraging consumers to purchase skincare The study also reveals that customer trust partially mediates the relationships between brand image and purchasing decisions as well as between perceived value and purchasing decisions, indicating that consumersAo purchasing behavior is influenced both directly by their perceptions of brand image and value and indirectly through the trust they develop toward the brand.
Overall, these results suggest that local skincare companies should focus on strengthening brand image, enhancing perceived value, and building long-term customer trust through consistent propositions, and transparent customer Future research may extend this model by incorporating additional variables such as customer satisfaction, electronic word-of-mouth, brand loyalty, and social media influence, as well as examining different consumer segments and product categories to provide a more comprehensive understanding of purchasing behavior in the skincare industry.
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