The Influence of Health Consciousness, Product Quality Perception, and Brand Visibility on Brand Trust and its Impact on Purchase Decisions for Aquaviva Products in Surabaya
DOI:
https://doi.org/10.55927/fjbes.v2i3.649Kata Kunci:
Health Consciousness, Product Quality Perception, Brand Visibility, Brand Trust, Purchase DecisionAbstrak
This study aims to examine the impact of Health Consciousness, Product Quality Perception, and Brand Visibility on Purchase Decisions for AquaViva products in Surabaya, with Brand Trust serving as an intervening variable. Using a quantitative causal explanatory approach, data were collected from a total sample of 165 respondents through purposive sampling. The data were analyzed using IBM SPSS 27 and Path Analysis with Hayes’ PROCESS Macro Model 4. The results demonstrate that Health Consciousness, Product Quality Perception, and Brand Visibility have a significant and positive effect on both Brand Trust and Purchase Decisions. Furthermore, path analysis reveals that Brand Trust acts as a significant mediator, proving that internal health motivations and external quality stimuli enhance purchase commitment by first establishing a strong psychological foundation of reliability. Among the predictors, Product Quality Perception emerged as the primary driver of trust. The study concludes that to dominate the urban market, AquaViva should shift from conventional "ad bombing" to a trust centric strategy. By prioritizing community-based visibility and transparent quality assurance, the brand can effectively convert public health consciousness into consistent purchase loyalty within a saturated market.
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