The Effect of Brand Image On Purchase Intention Mediated By Trust

ABSTRACT:The use of telecommunications devices today has evolved marked by the presence of asmartphone, one of which is the Vivo brand smartphone with various operating systems owned by smartphonesthat can facilitate human work. A high level of business competition makes smartphone companies competingwith each other to dominate the market competition. Consumers become critical to choose the best product forthem where consumer trust has a relationship with purchase intentions along with the increasing brand image ofthe company. The purpose of this study is to explain the effect of brand image on trust, to explain the effect ofbrand image on purchase intentions, to explain the effect of trust on purchase intentions. to explain the effect ofbrand image on purchase intentions mediated by trust in Vivo smartphone products.The population of this research is the people in Denpasar City. This study used a sample of 110 people inDenpasar City who had never bought or used a Vivo smartphone. The sample is determined by the purposivesampling method. Data collected by distributing questionnaires. The analysis technique used is path analysis andmultiple analysis. The analysis shows that the brand image has a positive and significant effect on consumerconfidence in Vivo smartphone products. Brand image has a positive and significant effect on product purchaseintentions on the Vivo Smartphone. Trust has a positive and significant effect on purchase intentions on VivoSmartphone products. Trust mediates the positive effect of brand image on purchase intentions on VivoSmartphone products.

Keywords: Brand Image, Trust, Purchase Intention, Smartphone