THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON CUSTOMERS’ BUYING INTEREST OF ALMA’SOEM BOTTLED WATER

Abstract

Nowadays Indonesian people, especially those who live in big cities cannot be separated from
bottledwater. Bottled water has become a basic need for them. Growing number of Indonesian
people makesbottledwaterconsumption increase. Moreover, the consumption of bottledwater is
affectedbymodern lifestyle of Indonesian people who prefer practical things, like drinking
bottled water instead of boiled water which is troublesome. Certainly this increase demand hasto
be balanced with the growthof supply capacity. The great number of bottled water brands
released by bottled water companies in Indonesia brings upa fact that there is a tight competition
to produce the best product in this industry. Each company tries to make their brands on the top,
so that they are able to strengthen and expand their businesses. One of the companies running
businessin production of bottled water is ALMA’SOEM. It has watersource from mountain
spring processed with high standard quality following the food and beverage standards and it is
also proved by qualified laboratory analysis, as the result this product is secure for customers.
Based on this phenomenon, writers are interested in investigating ALMA’SOEM bottled water.
The aim of this study is to analyse the influence of Brand Image and Brand Trust on Customers’
Buying Interest of ALMA’SOEM bottled water. Research method is a scientific way to obtain
certain dataand aims. The research method used is descriptive verification. Descriptive
verification is a research method with testing hypothesis formulated at the beginning. In this
method, there is still explanation, yet the focus is still on explanation ofrelationship between
THE INFLUENCE OF BRAND IMAGE AND BRAND TRUST ON CUSTOMERS’ BUYING INTEREST OF ALMA’SOEM BOTTLED WATER PJAEE, 17 (5) (2020)
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variables. Population samples takenare customers of ALMA’SOEMbottled water. Assessment of
the hypothesis uses multiple linear regression, coefficient correlation analysis, determination
coefficient, and for the sample distribution, it uses Slovin method which the error level chosen is
10%. T-test and F-test is as research models.