The Role of Mediating Variable of Brand Trust Between Brand Image and Word of Mouth on Decision to Purchase

Abstract

This study aims to analyze the influence of brand image and word of mouth on iPhone purchasing decisions with brand trust as a mediating variable. This study uses a quantitative, explanatory design. The research population consists of consumers who have purchased an iPhone from Reza Cell Store, using a simple random sampling technique. Data were collected via a Likert-scale questionnaire and analyzed using the Partial Least Squares–Structural Equation Modeling method. The study's results indicate that brand image and word of mouth have a significant effect on brand trust. Brand trust has been shown to have a significant effect on purchasing decisions, whereas brand image does not. Word of mouth has a significant effect on purchasing decisions. The results of the mediation test indicate that brand trust mediates the relationship between brand image and purchasing decisions, but does not mediate the relationship between word of mouth and purchasing decisions. This research provides theoretical contributions by strengthening the role of brand trust as a connecting mechanism between brand perception and purchasing behavior, as well as practical implications for business actors, including increased consumer trust and the encouragement of purchasing decisions through effective marketing strategies.