The Influence of Brand Experience on Brand Trust Through Brand Authenticityin Consumers of MCI Health Accessories Products

ABSTRACT: The purpose of this study is to analyze and prove the effect of brand experience on brand trust,to analyze and prove the effect of brand experience on brand authenticity and to analyze and prove the effect ofbrand authenticity in mediating brand experience on brand trust. This research was conducted on consumers ofMCI health accessories products. The research design uses an explanatory research approach. This type ofresearch is quantitative. The population in this study are consumers who use MCI accessory products. Thesample taken for the study was 225 respondents with a non-probability sampling method, namely purposivesampling technique. Power collection is done by distributing questionnaires to respondents. The data analysistechnique used is the SEM method, PLS (Partial Least Square) using Smart PLS version 3.0 software. Theresults showed that brand experience had a positive and significant effect on brand trust and brand experiencehad a positive and significant effect on brand authenticity. This study also found that brand experience has apositive and significant impact on brand trust with brand authenticity as mediation

KEYWORDS :Brand Experience, Brand Authenticity, Brand Trust