This study aims to analyze the influence of brand personality variables on purchasing decisions, brand trust in purchasing decisions, brand personality on brand trust and brand personality on purchasing decisions through brand trust as an intervening variable. This research was conducted by distributing online questionnaires with a sample of 165 respondents with a non-random sampling purposive sampling technique using the Structural Equation Modeling method which was processed using the AMOS Ver. 22.0 program. The results of this study indicate that brand personality has a significant positive effect on purchasing decisions, brand trust does not have a significant positive effect on purchasing decisions, brand personality has a significant positive effect on brand trust, and brand personality does not have a significant positive effect on purchasing decisions through brand trust.