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Dipa Dwi Milati
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran Brand Trust dan Brand Equity dalam Memediasi Pengaruh Brand Experience terhadap Willingness to Pay Price Premium pada Konsumen Coffee Shop Dipa Dwi Milati; ZUSRONY, Edwin Zusrony; Dhevi Dadi Kusumaningtyas; Feri Lupiana
PPIMAN Pusat Publikasi Ilmu Manajemen Vol. 4 No. 4 (2026): Oktober: Pusat Publikasi Ilmu Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Univ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/ppiman.v4i4.1487

Abstract

This study was designed to examine the roles of brand trust and brand equity in mediating the relationship between brand experience and willingness to pay a price premium (WTPPP) among coffee shop consumers. A quantitative approach was adopted, involving 80 purposively selected respondents from Generation Z (aged 18–28) in Semarang Regency who had previously purchased from coffee shops. Data were collected using a 1–5 Likert scale questionnaire and analyzed using SEM-PLS via SmartPLS 4.1.1.8. The findings reveal two key insights. First, brand experience does not significantly influence WTPPP through brand trust; this indicates that brand trust alone is insufficient to transform consumer experience into a willingness to pay a premium price. Second, brand experience has a positive and significant effect on WTPPP through brand equity. This implies that when consumers hold a positive perception of brand equity encompassing awareness, associations, and loyalty their experience with the brand translates more readily into a willingness to pay a premium. Thus, it can be concluded that brand equity serves as a more effective mediator than brand trust in this context.
Co-Authors Dhevi Dadi Kusumaningtyas Edwin Zusrony Feri Lupiana