The Effect of Brand Trust and Promotion on Consumers' Purchase Decisions for AQUA Bottled Drinking Water in Klaten

Rahmanita Latifah, Esti Dwi Rahmawati, Rayhan Gunaningrat

Abstract


Increasingly intense competition in the bottled drinking water industry compels companies to boost consumer trust and strengthen promotional strategies to sustain sales. This study aims to analyze the impact of brand trust and promotion on purchasing decisions for AQUA bottled drinking water in Klaten. A quantitative approach was employed involving 96 respondents, and the data were analyzed using multiple linear regression. The results indicate that brand trust and promotion have a positive and significant effect on purchasing decisions. These two variables account for 42.8% of the variation in purchasing decisions, while the remaining 57.2% is influenced by factors outside the scope of this study. Therefore, the company needs to maintain product quality, enhance consumer trust, and implement more effective promotional strategies to remain competitive in the bottled drinking water industry.

Keywords


Brand Trust; Promotion; Purchase Decision; Bottled Dringking Water; AQUA.

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