The Influence of Sugar-Related Claim To Likelihood To Purchase Mediating Role By Perceived Healthfulness and Brand Trust (An Empirical Study: Consumer of Ready To Drink Tea In Jabodetabek)

The purpose of this study is to understand how claims related to sugar content in products affect consumer perception of product health (perceived healthfulness), brand trust, and intention to buy the product (likelihood to purchase). The method used in this study is to use an experimental research design with hypothesis testing. The research sample will be divided into several treatment groups, where each group will be given stimuli in the form of claims related to different sugar content in food or beverage products. The results of this study show that claims related to sugar content in products have a positive and significant influence on perceived healthfulness and consumer trust in brands (brand trust). Claims that the product has a healthier sugar content can directly increase consumer purchase interest (likelihood to purchase). In addition to direct influence, these claims also influence buying interest through a mediation mechanism of health perception and brand trust, which strengthens the overall effect on consumers' purchasing decisions. This study emphasizes the importance of considering the role of mediation in understanding how product claims affect consumer behavior.