PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP BRAND TRUST DAN KEPUTUSAN PEMBELIAN SUSU UHT MEREK MILO DI KOTA PEKANBARU

Abstract

This research aims to find out the influence of brand image and brand awareness on brand trust and the decision to buy UHT milk Milo brand in Pekanbaru City. The population in this study is all consumers who have purchased Milo brand UHT milk products in Pekanbaru City whose numbers are not known for sure. The primary data in the study was obtained from the dissemination of questionnaires as instruments to prove the results of the study as well as to test the proposed hypothesis. This study used structural equation modeling (SEM) analysis method using Warp-PLS software version 6.0. Sampling using non probability sampling technique with purposive sampling procedure by sampling as many as 100 respondents. The results showed that: 1) Brand Image positively affects The Milo brand UHT dairy products brand in Pekanbaru City, 2) Brand Awareness positively affects Brand Trust Milo brand UHT dairy products in Pekanbaru City, 3) Brand Image positively affects milo brand UHT dairy product purchase decision in Pekanbaru City, 4) Brand Awareness positively influences The Purchase Decision of Milo brand UHT milk products in Pekanbaru City, 5) Brand Trust positively influences the Purchase Decision of Milo brand UHT dairy products in Pekanbaru City, 6) Brand Image has a positive effect on the Decision to Purchase Milo brand UHT dairy products in Pekanbaru City through Brand Trust, 7) Brand Awareness positively affects the Decision to Buy Milo brand UHT dairy products in Pekanbaru City through Brand Trust

Keywords: Brand Image, Brand Awareness, Purchasing Decisions, Brand Trust