PENGARUH BRAND SALIENCE, BRAND IMAGE, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK AMDK MEREK AQUA DI KABUPATEN SIDOARJO

Muhammad Sonhaji (Universitas Muhammadiyah Sidoarjo)
Alshaf Pebrianggara (Bisnis Digital, Fakultas Bisnis Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo)
Muhammad Yani (3Manajemen, Fakultas Bisnis Hukum dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo)

MANAJEMEN DEWANTARA
Vol 10 No 2 (2026): MANAJEMEN DEWANTARA

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.