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All Journal MES Management Journal
Muhammad Saleh Afief
Universitas Paramadina
Religion Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Brand Awareness dan Perceived Quality Terhadap Brand Trust Produk Sports Nutrition Biotechusa di Indonesia Tantio Dipo Priantono; Muhammad Saleh Afief
MES Management Journal Vol. 5 No. 2 (2026): MES Management Journal
Publisher : MES Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mesman.v5i2.1172

Abstract

This study aims to analyze the influence of Brand Awareness and Perceived Quality on Brand Trust in BiotechUSA sports nutrition products in Indonesia. The research employed a quantitative descriptive approach using purposive sampling techniques. Respondents consisted of consumers who had known, used, or purchased BiotechUSA products. Primary data were collected through an online questionnaire distributed using Google Forms. Data analysis was conducted using Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings indicate that Brand Awareness has a positive effect on Brand Trust. In addition, Brand Awareness positively influences Perceived Quality. The study also reveals that Perceived Quality has the strongest positive effect on Brand Trust among all variables examined. These findings suggest that consumers' perception of product quality plays a crucial role in building trust toward sports nutrition brands.
Co-Authors Tantio Dipo Priantono