Brand Awareness And Brand Image Their Effects On Purchase Decisions With Brand Trust As A Mediating Variable
Keywords:
Brand Awareness, Brand Image, Brand Trust, Purchase, Azarine SunscreenAbstract
The purpose of this study is to analyze the influence of brand awareness and brand image on the purchase decision of Azarine sunscreen products in Sleman Regency, Yogyakarta, as well as to test the role of brand trust as a mediating variable. The population of this study consists of all consumers who have ever purchased Azarine sunscreen products in Sleman Regency, Yogyakarta. The sampling technique used was probability sampling, with a sample size of 100. Data analysis was performed using SPSS (Statistical Package for the Social Sciences) version 26. Instrument validation (validity test, reliability test, and classical assumption test), data analysis (multiple linear regression analysis and coefficient of determination analysis (adjusted R²)), and hypothesis testing (partial significance test (t-test) and mediation test (Sobel test)) were conducted.
The results of the study show that: 1). Direct Effects. Brand awareness (X1) has a direct and significant effect on purchase decisions (Y); Brand image (X2) has a direct and significant effect on purchase decisions (Y); Brand awareness (X1) has a direct and significant effect on brand trust (Z); Brand image (X2) has a direct and significant effect on brand trust (Z); Brand trust (Z) has a direct effect on purchase decision (Y). 2). Indirect Effect. Brand awareness (X1) has a positive and significant effect on purchase decisions (Y) through brand trust (Z); Brand image (X2) has a positive and significant effect on purchase decisions (Y) through brand trust (Z). 3). Total Effect. Brand awareness (X1) explains 0,388 of the variance in purchase decisions; Brand image (X2) explains 0.489 of the variance in purchase decisions. 4). Adjusted R² Results: Brand awareness (X1, brand image (X2), and brand trust (Z) have an effect on purchase decision (Y) of 0.736 (73,6%), while the remaining 0.264 (26,4%) is influenced by other factors not examined in this study. 5) The adjusted R² results brand awareness (X1), brand image (X2), have an influence on brand trust (Z) of 0.766 (76.6%), while the remaining 0.234 (23.4%) is influenced by other factors not examined in this study.
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