The Influence of Brand Trust, Brand Image, and Brand Experience on Lao Product Brand Decision among Consumers in Pakse City, Champasack Province

The purpose of this research is to analyze the influence of brand trust, brand image, brand experience on Lao product brand decision in Pakse City, Champasack Province. The 3 independent variables in this research are brand trust, brand image, brand experience, and the dependent variable in this research is Lao product brand decision. The sampling technique used in this research is non-probability sampling by purposive sampling using a quantitative approach. The data collection method was distributed questionnaires to Lao product brand consumers in Pakse City with a target of 400 respondents. The research data was analyzed using the Multiple linear regression. Based on the results of the research, it showed that brand trust, brand image and brand experience have a positive and significant influence on Lao product brand decision. To increase Lao product brand decision of consumers, business or brand owners should pay attention to brand trust, brand image and brand experience are the variables that most influences on Lao product brand decision.