The Influence of Brand Salience, Brand Image, and Brand Trust on Purchasing Decisions for AQUA Brand AMDK Products in Sidoarjo Regency
Pengaruh Brand Salience, Brand Image, dan Brand Trust terhadap Keputusan Pembelian Produk AMDK Merek AQUA di Kabupaten Sidoarjo
DOI:
https://doi.org/10.21070/ups.10549Keywords:
Brand Salience, Brand Image, Brand Trust, Purchase Decision, Bottled Drinking WaterAbstract
This study analyzes the influence of brand salience, brand image, and brand trust on purchase decisions of AQUA bottled drinking water among Generation Z consumers in Sidoarjo Regency. The study adopts a quantitative approach using a survey method. Data were collected from 96 Generation Z consumers who had previously purchased AQUA bottled water, selected through purposive sampling. Data analysis was conducted using Partial Least Squares– Structural Equation Modeling (PLS-SEM) with SmartPLS 3 to evaluate both the measurement and structural models. The findings show that brand salience and brand trust have a positive and significant effect on purchase decisions, while brand image does not have a significant influence. Among the examined variables, brand trust demonstrates the strongest effect, indicating that consumer trust plays a crucial role in influencing purchase decisions in the bottled
drinking water market.
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