<![CDATA[This study examines the role of brand awareness in mediating the effects of taste, brand trust, perceived quality, and brand love on tourist purchasing decisions for Gayo Arabica Coffee in Central Aceh Regency. All variables were measured using a Likert scale. Primary data were collected through questionnaires administered to 210 tourists who had purchased or consumed Gayo Arabica Coffee while visiting tourist destinations in Central Aceh Regency. The data were analyzed using path analysis with WarpPLS version 7.0. The results show that taste, perceived quality, and brand love significantly affect brand awareness, whereas brand trust does not. Brand awareness, brand trust, and brand love significantly affect tourist purchasing decisions, whereas taste and perceived quality do not have significant direct effects. Path analysis further shows that brand awareness mediates the effects of taste, perceived quality, and brand love on tourist purchasing decisions, but does not mediate the effect of brand trust. These findings position brand awareness as an important intervening mechanism in tourists’ purchasing decisions for Gayo Arabica Coffee.]]>
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