Pengaruh Brand Trust Dan Brand Awareness Terhadap Keputusan Pembelian Ea Batu Kristal Violet Dimoderasi Product Knowledge Di Kota Mataram

Ani Mayuni; Jatmiko L.Jatmiko  Jati; Putri Amalia   Wardani; Susilo Talidobel; Arwin Yafi

doi:10.62820/trt.v9i2.208

Penulis

Ani Mayuni Universitas Bumigora
Jatmiko L.Jatmiko Jati Universitas Bumigora
Putri Amalia Wardani Universitas Bumigora
Susilo Talidobel Universitas Bumigora
Arwin Yafi Universitas Bumigora

DOI:

https://doi.org/10.62820/trt.v9i2.208

Kata Kunci:

Brand Trust, Brand Awareness, Product Knowledge, Keputusan Pembelian, Es Batu Kristal Violet

Abstrak

This study aims to examine the influence of Brand Trust and Brand Awareness on Purchase Decisions, with Product Knowledge serving as a moderating variable, among consumers of Violet Crystal Ice Cubes in Mataram City. A quantitative approach was employed, utilizing a sample of 100 respondents who are consumers of Violet Crystal Ice Cubes. Data were collected via Likert-scale questionnaires and analyzed using Partial Least Squares (PLS) via the SmartPLS software. The results indicate that: (1) Brand Trust has a positive and significant effect on Purchase Decisions; (2) Brand Awareness has a positive and significant effect on Purchase Decisions; (3) Product Knowledge moderates the effect of Brand Trust on Purchase Decisions in a negative direction, thereby weakening the influence of Brand Trust; (4) Product Knowledge moderates the effect of Brand Awareness on Purchase Decisions in a positive direction, thereby strengthening the influence of Brand Awareness. These findings demonstrate that consumer trust and brand awareness play crucial roles in driving purchase decisions. However, consumer product knowledge exerts a differential influence: it weakens the relationship between Brand Trust and Purchase Decisions while strengthening the relationship between Brand Awareness and Purchase Decisions. These findings indicate that increasing consumer trust and awareness of the brand can encourage purchase decisions, while Product Knowledge plays a role in influencing the strength of the relationship between Brand Trust and Brand Awareness on Purchase Decisions of Violet Crystal Ice in Mataram City.

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