THE IMPACT OF BRAND EQUITY AND BRAND TRUST TOWARDS PURCHASE INTENTION THROUGH BRAND PREFERENCE

Abstract

The high demand for bottled water makes the growth of bottled water industry growing rapidly.
This is marked by the number of brands of bottled water that makes competition in the bottled
water industry more intense. This study aims to determine the direct and indirect effect of brand
equity and brand trust on buying interest through brand preference in bottled water consumers
in Tangerang City. The sample used is 170 respondents from society of Tangerang City which
is determined using purposive sampling method. Data collection was done by distributing
online questionnaires to respondents. This research is a quantitative research using structural
equation model (SEM) data analysis method. The results of this study indicate that brand equity
has a positive and significant effect on buying interest, either directly or indirectly through
brand preference. Directly, brand trust has a positive but insignificant effect on buying interest.
Simultaneously, brand equity and brand trust have a positive and significant effect on buying
interest through brand preference.