Interaction of Taste and Tagline in Increasing Brand Awareness and Purchasing Decision of Le Minerale in Ambon City

The bottled water industry in Indonesia is experiencing rapid growth, which is marked by increasing public awareness to consume quality water. This study aims to analyze the influence of taste and tagline on purchasing decisions, and the influence of tagline on brand awareness, and the influence of brand awareness on purchasing decisions of Le Minerale bottled water in Ambon City. The research method used is quantitative descriptive by collecting data through questionnaires to 116 respondents. The data collected were analyzed using SEM-GSCA, to test the proposed hypothesis. The results of the hypothesis test show that taste has a significant positive effect on purchasing decisions, tagline has a significant positive effect on purchasing decisions, tagline has a significant positive effect on brand awareness, and brand awareness also has a significant positive effect on purchasing decisions. The results provide important insights for companies in designing marketing strategies.