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Putri Yasmin Al Adawiyyah; Rosyeni Rasyid. THE INFLUENCE OF BRAND IMAGE, SOCIAL INFLUENCE AND PRODUCT PRICE WITH TRUST AS MEDIATING VARIABLES ON THE PURCHASE INTENTION OF ’RAJA DIMSUM’ CULINARY MSMES IN GENERATION Z IN PADANG CITY: PENGARUH BRAND IMAGE, SOCIAL INFLUENCE DAN PRODUCT PRICE DENGAN TRUST SEBAGAI VARIABEL MEDIASI TERHADAP PURCHASE INTENTION UMKM KULINER ‘RAJA DIMSUM’ PADA GENERASI Z DI KOTA PADANG. JS 2025, 8, 2870-2883.