THE INFLUENCE OF BRAND TRUST AND WORD OF MOUTH ON THE DECISION TO PURCHASE SHEREEN HIJAB IN BENGKULU CITY

This study aims to determine the effect of brand trust and word mouth on purchasing decision Shereen Hijab in Bengkulu City. The population this was customers city who purchase hijab Shereen. In study, 90 respondents were taken as samples. determination sample used a non-probability sampling technique, namely random because is based chance. Namely, coincidentally met researcher can be if it considered that those found suitable data source. analytical tools quantitative analysis (test validity reliability), multiple regression analysis, classical assumption test (multicollinearity normality heteroscedasticity, t-test, coefficient determination. results variable have positive significant Hijab. Similarly, has decisions Furthermore, term simultaneously positively affect city.