TY - JOUR AU - Scherly Hansopaheluwakan , Elia Oey , Yohanes Setiawan, PY - 2020/12/11 Y2 - 2024/03/29 TI - THE IMPACT OF BRAND EQUITY AND BRAND TRUST TOWARDS PURCHASE INTENTION THROUGH BRAND PREFERENCE JF - PalArch's Journal of Archaeology of Egypt / Egyptology JA - J Arch.Egyptol VL - 18 IS - 1 SE - DO - UR - https://www.archives.palarch.nl/index.php/jae/article/view/2063 SP - 505 - 517 AB - <p>The high demand for bottled water makes the growth of bottled water industry growing rapidly.<br>This is marked by the number of brands of bottled water that makes competition in the bottled<br>water industry more intense. This study aims to determine the direct and indirect effect of brand<br>equity and brand trust on buying interest through brand preference in bottled water consumers<br>in Tangerang City. The sample used is 170 respondents from society of Tangerang City which<br>is determined using purposive sampling method. Data collection was done by distributing<br>online questionnaires to respondents. This research is a quantitative research using structural<br>equation model (SEM) data analysis method. The results of this study indicate that brand equity<br>has a positive and significant effect on buying interest, either directly or indirectly through<br>brand preference. Directly, brand trust has a positive but insignificant effect on buying interest.<br>Simultaneously, brand equity and brand trust have a positive and significant effect on buying<br>interest through brand preference.</p> ER -