THE EFFECT OF PRODUCT QUALITY AND PRICE ON PURCHASE INTEREST WITH BRAND TRUST AS A MEDIATING VARIABLE IN ADIMENOREH TEA

This study aims to examine and analyze the influence of product quality and price on purchase intention, with brand trust as a mediating variable in the context of Adimenoreh Tea. Adimenoreh Tea is a village-based tea product known for its distinctive flavor profile derived from the Menoreh Hills in Kulonprogo, Indonesia, and enriched with natural ingredients beneficial for health. This research employed a quantitative approach using Partial Least Squares (PLS) analysis. The population consists of potential consumers across Indonesia, primarily from Central Java, the Special Region of Yogyakarta, and West Nusa Tenggara, with a total of 100 respondents. Data were collected through purposive sampling using an online questionnaire designed with a five-point Likert scale. SmartPLS v3 software was used for data analysis. The results revealed that product quality and price do not significantly influence purchase intention. However, both product quality and price have a positive and significant effect on brand trust. Additionally, brand trust significantly influences purchase intention. These findings suggest that brand trust plays a crucial mediating role between product attributes and consumer purchase decisions in the context of traditional herbal beverages.