The Influence of Brand Image and Brand Trust on Purchase Intentions for Bottled Water, with Attitude as a Mediating Variable

Ike Ridaningsih; Novi Diah  Wulandari; Regas Panji Pratomo

doi:10.55681/economina.v5i7.2978

Authors

Ike Ridaningsih Universitas Nahdlatu Ulama Yogyakarta, Indonesia
Novi Diah Wulandari Universitas Nahdlatul Ulama Yogyakarta, Indonesia
Regas Panji Pratomo Universitas Nahdlatul Ulama Yogyakarta, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i7.2978

Keywords:

Brand Image, Brand Trust, Consumer Attitude, Purchase Intention, Bottled Drinking Water

Abstract

Changes in public consumption patterns toward bottled drinking water amid increasingly competitive brand rivalry have made consumer purchase intention an important aspect to investigate. This study explores the relationships among brand image, brand trust, and purchase intention, incorporating consumer attitude as a mediating variable. Data were obtained through a Likert-scale questionnaire administered to 220 respondents selected using purposive sampling. The findings indicate that brand image and brand trust positively contribute to the development of consumer attitude and purchase intention. Consumer attitude was also found to positively influence purchase intention and to partially mediate the relationships between brand image, brand trust, and purchase intention. These findings demonstrate that the Theory of Reasoned Action (TRA) remains relevant for explaining consumers’ purchase intentions for AQUA bottled drinking water products in Yogyakarta.

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