<![CDATA[This study aims to analyze the influence of brand authenticity and emotional attachment on buying decisions, with brand trust serving as a mediating variable, among consumers of Donat Gula Padi in Garut Regency. The study employs a quantitative method using a survey approach. Data were collected via questionnaires distributed to 100 Generation Z respondents who had purchased or consumed Donat Gula Padi, utilizing a purposive sampling technique. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the aid of SmartPLS software. Model testing involved evaluating the outer model and inner model, as well as hypothesis testing via bootstrapping. The results indicate that brand authenticity has a positive and significant effect on brand trust and buying decisions; brand trust has a positive and significant effect on buying decisions; and emotional attachment has a positive and significant effect on both brand trust and buying decisions. Furthermore, the analysis of indirect effects reveals that brand trust mediates the influence of brand authenticity on buying decisions, as well as the influence of emotional attachment on buying decisions. These findings indicate that brand authenticity and consumer emotional attachment are crucial factors in building brand trust, which ultimately drives increased consumer buying decisions for Donat Gula Padi. The study offers implications for MSME operators to consistently maintain brand authenticity, strengthen emotional connections with consumers, and enhance brand trust in order to foster higher and sustainable buying decisions]]>
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