The objective of this study is to conduct a confirmatory factor analysis of brand trust in support of a Thai herb used to treat Covid-19 diseases. The study was conducted by a quantitative method with 630 samples who used to take Thai herbal medicines to treat Covid-19, which involved probability random sampling. Data collection was gathered by means of a questionnaire that was composed of the five-point scale. Cronbach’s alpha reliability for all items indicated a high value of 0.814 at the overall reliability. It used confirmatory factor analysis (CFA) to detect the underlying latent variables that significantly determine brand trust. The result found that four components to the validation of a goodness fitted model and correlated to brand trust consisted of; 1) Quality of ingredients (QU), 2) Creditability of manufacturing (CR), 3) Influencer (IN), and 4) Channel and Distributor (CH) which the components had convergence with empirical evidence along with indexes consisted chi-square = 41.751, df = 29, p-value = 0.059, CMIN/DF = 1.440, GFI = 0.987, and RMSEA = 0.026.

Brand trust, Thai herb, Covid-19 Diseases