The Influence of Brand Image on Purchase Behaviour Through Brand Trust

Market competition is no longer limited to provide functional attributes of the product itself but has been associated with a brand that can create a special image for its users, especially in the service industry.The purpose of this study is to identify and analyze the influence of brand image on purchase behavior as well as identifying and analyzing the mediating role of brand trust in the relationship between brand image with purchase behavior. This study was conducted on 386 students at 13 Islamic private universities in East Java province. The results of the analysis of this study which is used Generalized Structured Component Analysis (GSCA) as the research method revealed that brand image have a significant role in influencing the purchasing behavior and brand trust also turned out to have a mediating role, although not fully in the relationship between brand image with purchase behavior.