Consumer trust is all the understanding that consumers have and all provisions made by consumers based on objects, attributes, and benefits. Consumers will try to make trust in the seller before finally trying to adjust the characteristics of the product with his personality. The purpose of this study was to determine the differences in consumer confidence in the Wardah cosmetic brand between adolescent and adult users.
This study uses a quantitative approach, with the research sample being wardah users who are divided into two groups, namely 50 adolescents and 50 adults. The instrument in this study is the consumer confidence scale, which has a reliability coefficient of alpha = 0.935. The data analysis technique used independent sample t-test to determine differences in consumer confidence in the Wardah cosmetic brand between adolescent and adult users.
The results showed that there was no significant difference in consumer confidence in the Wardah cosmetic brand between adolescent and adult users with the results of t = 0.0368, p = 0.716 (p>0.01), adolescent average = 146.26 and adult average = 145.39