PENGARUH BRAND EQUITY TERHADAP BRAND TRUST DIMEDIASI OLEH BRAND REPUTATION DAN MEDIA SOSIAL SEBAGAI VARIABEL MODERASI PADA KONSUMEN McDONALD’S

Abstract

This study aims to analyze the effect of brand equity (brand awareness, brand association) on brand trust mediated by brand reputation, and moderated by social media. This study uses the McDonald's brand to examine more deeply in the marketing sector and apply a quantitative method approach. Purposive sampling method was used in this study by distributing questionnaires to 230 respondents. This research was conducted in Indonesia and took respondents from big cities (Jabodetabek). The results of this study indicate that the brand equity variable consisting of brand awareness and brand association has a positive influence on the brand reputation variable. Then the brand reputation variable mediates the relationship between brand equity (brand awareness, brand association) and brand trust. Social media variables moderate the relationship between brand reputation and brand trust. Finally, this research contributes theoretically and managerially in order to provide good opportunities for consumers to increase trust in a brand.