Deciphering Consumer Behavior: Exploring the Influence of Product Innovation, Brand Image, and Trust on Purchase Decisions

— This study endeavours to discern and assess the influence of product innovation, brand image, and brand trust on consumer purchase decisions about brand-image hand and body lotions within the locale of Padang. The research sample encompasses 80 respondents, and the sampling approach is purposive. The data collected for this research is characterized as quantitative, and it is primarily derived from primary sources. The data analysis for this study was executed employing the Stata statistical software. This investigation reveals that consumers in Padang prefer to avoid acquiring brand-image hand and body lotions as a direct consequence of product innovation. Conversely, the acquisition of brandimage hand and body lotions in Padang is positively and significantly influenced by brand image perception. Furthermore, it was observed that brand trust exerts a favourable and substantial impact on consumer decisions to procure brand-image hand and body lotions in the context of Padang.