Peran Brand Trust dan Brand Equity dalam Memediasi Pengaruh Brand Experience terhadap Willingness to Pay Price Premium pada Konsumen Coffee Shop

Dipa Dwi Milati; Edwin Zusrony ZUSRONY; Dhevi Dadi Kusumaningtyas; Feri Lupiana

doi:10.59603/ppiman.v4i4.1487

Authors

Dipa Dwi Milati Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0002-0828-6229
Edwin Zusrony ZUSRONY Universitas Sains dan Teknologi Komputer https://orcid.org/0000-0002-7298-3283
Dhevi Dadi Kusumaningtyas Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0001-4553-2604
Feri Lupiana Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0000-7871-3631

DOI:

https://doi.org/10.59603/ppiman.v4i4.1487

Keywords:

Brand Experience, Brand Trust, Brand Equity, Willingness to Pay Price Premium, Coffee Shop

Abstract

This study was designed to examine the roles of brand trust and brand equity in mediating the relationship between brand experience and willingness to pay a price premium (WTPPP) among coffee shop consumers. A quantitative approach was adopted, involving 80 purposively selected respondents from Generation Z (aged 18–28) in Semarang Regency who had previously purchased from coffee shops. Data were collected using a 1–5 Likert scale questionnaire and analyzed using SEM-PLS via SmartPLS 4.1.1.8. The findings reveal two key insights. First, brand experience does not significantly influence WTPPP through brand trust; this indicates that brand trust alone is insufficient to transform consumer experience into a willingness to pay a premium price. Second, brand experience has a positive and significant effect on WTPPP through brand equity. This implies that when consumers hold a positive perception of brand equity encompassing awareness, associations, and loyalty their experience with the brand translates more readily into a willingness to pay a premium. Thus, it can be concluded that brand equity serves as a more effective mediator than brand trust in this context.

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