<![CDATA[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.]]>
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