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- W3212442034 abstract "The high demand for bottled water makes the growth of bottled water industry growing rapidly.This is marked by the number of brands of bottled water that makes competition in the bottledwater industry more intense. This study aims to determine the direct and indirect effect of brandequity and brand trust on buying interest through brand preference in bottled water consumersin Tangerang City. The sample used is 170 respondents from society of Tangerang City whichis determined using purposive sampling method. Data collection was done by distributingonline questionnaires to respondents. This research is a quantitative research using structuralequation model (SEM) data analysis method. The results of this study indicate that brand equityhas a positive and significant effect on buying interest, either directly or indirectly throughbrand preference. Directly, brand trust has a positive but insignificant effect on buying interest.Simultaneously, brand equity and brand trust have a positive and significant effect on buyinginterest through brand preference." @default.
- W3212442034 created "2021-11-22" @default.
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- W3212442034 date "2021-01-01" @default.
- W3212442034 modified "2023-09-24" @default.
- W3212442034 title "THE IMPACT OF BRAND EQUITY AND BRAND TRUST TOWARDS PURCHASE INTENTION THROUGH BRAND PREFERENCE" @default.
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