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All Journal MANAJEMEN DEWANTARA
Muhammad Sonhaji
Universitas Muhammadiyah Sidoarjo
Economics, Econometrics & Finance

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PENGARUH BRAND SALIENCE, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK AMDK MEREK AQUA DI KABUPATEN SIDOARJO Muhammad Sonhaji; Alshaf Pebrianggara; Muhammad Yani
MANAJEMEN DEWANTARA Vol 10 No 2 (2026): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i2.21801

Abstract

Objectives: To examine the effects of brand salience, brand image, and brand trust on AQUA purchasing decisions among Generation Z consumers in Sidoarjo. Methods: Quantitative research involving 96 respondents selected through purposive sampling, analyzed using PLS-SEM with SmartPLS 3. Research Gap/Novelty: Integrates three brand-related determinants to explain Generation Z purchasing decisions amid increasing bottled water competition. Results: Brand salience and brand trust positively and significantly influenced purchasing decisions, while brand image was insignificant. Brand trust demonstrated the strongest effect. Conclusion: Strengthening brand trust and salience is essential for enhancing purchasing decisions.
Co-Authors Alshaf Pebrianggara Muhammad Yani