Brand Awareness, Brand Image, and Brand Trust on Consumer Loyalty toward Traditional Balinese Beverage Products in Denpasar

This study aims to analyze the influence of brand awareness, brand image, and brand trust on consumer loyalty toward traditional Balinese beverage products in Denpasar, with a focus on arak Bali and loloh. A quantitative approach was employed, using purposive sampling with 120 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 4 software. The results revealed that all three independent variables had a positive and significant effect on consumer loyalty, with brand trust being the most dominant factor. These findings offer significant implications for developing culturally based branding strategies to enhance competitiveness and business sustainability in Bali's traditional beverage sector.