Membongkar Rahasia Keputusan Pembelian : Peran Brand Love Sebagai Mediator Antara Brand Personality dan Brand Trust Pada Le Minerale

Le Minerale, as a relatively new drinking water brand, is able to compete with competitors that have been on the market for a long time. This study aims to determine the role of brand personality on purchase decisions mediated by brand trust and brand love. Using quantitative methods with questionnaires as a data collection technique, this study analyzes data through three stages: data collection, data processing with SmartPLS to test validity, reliability, and relationships between variables. The results showed that brand personality has no significant effect on purchase decision. However, brand personality has a significant effect on brand trust and brand love. Brand trust has no significant effect on purchase decision, while brand love has a significant effect on purchase decision. The new finding in this study is that in Le Minerale products, brand personality does not affect purchase decision through brand trust as an intervening variable, but has a significant effect through brand love as an intervening variable. This research provides insights for the development of marketing strategies in the mineral water industry, especially in building emotional relationships with consumers through brand love.