THE IMPACT OF BRAND TRUST, BRAND QUALITY AND SOCIAL PRESENCE TOWARDS PURCHASE INTENTION OF ERIGO BRAND

In recent years, most businesses have failed due to their lack of understanding of how their products are viewed by potential customers. In this regard, Erigo has experienced many successes and failures, this is largely due to being unlucky in the market from the start and the business taking time to grow naturally. Market uncertainty has always been an interesting topic to study. Previous research has proven the influence of brand trust, brand quality, and social presence on purchase intention. However, there is still little research that studies Erigo specifically. This study aims to propose a conceptual framework of Erigo's brand trust, quality, social presence, and purchase intention. This research used Stimulus-Organism-Response (SOR) theory as the underlying theory. This research has collected a sample of 448 consumers of Erigo brand in East Jakarta by using Google Form. The data that has been collected and analyzed using SPSS. Based on the data that has been analyzed, all these variables (brand trust, brand quality, and social presence) show that they have an influence on purchase intention.
Keywords: Brand trust, brand quality, social presence, purchase intention.