THE INFLUENCE OF BRAND EQUITY AND BRAND TRUST ON PURCHASING DECISIONS THROUGH COMPETITIVE ADVANTAGE OF EXOTIC BRAND CORN SEED PRODUCTS AT DUTA TANI STORE
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Gede Yuda Mahendra(1*)
Department of Management, Faculty of Economics and Business, Bandar Lampung University
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Ni Putu Widhia Rahayu(2)
Department of Management, Faculty of Economics and Business, Bandar Lampung University
(*) Corresponding Author
Keywords:
Brand Equity, Brand Trust, Competitive Advantage, Purchasing Decisions
Abstract
This study aims to examine the influence of brand equity and brand trust on purchasing decisions with competitive advantage as a mediating variable for Exsotic brand sweet corn seed products at Duta Tani Store. The study is motivated by fluctuations in product sales over the past three years and the increasing competition in the agribusiness sector. This research uses a quantitative approach with an explanatory research design. The population consists of consumers who have purchased Exsotic brand sweet corn seeds at Duta Tani Store, with the sample selected using purposive sampling involving 60 respondents. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software. The results show that brand equity does not significantly influence competitive advantage or purchasing decisions. In contrast, brand trust has a positive influence on competitive advantage. Furthermore, competitive advantage plays a role as a mediating variable in influencing purchasing decisions. Overall, the research model demonstrates strong predictive capability. These findings suggest that strengthening brand trust is an important strategy for Duta Tani Store in building competitive advantage and encouraging consumer purchasing decisions.
Keywords: Brand Equity; Brand Trust; Competitive Advantage; Purchasing Decisions
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References
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Https://Doi.Org/Doi: Https://Doi.Org/10.33050/Tmj.V8i1sp.2001
Aldiesi, DR, & Wahyudin, N. (2024). The Influence of Brand Image, Service Quality, and Price on Indomaret Consumer Purchasing Decisions Through Competitive Advantage as an Intervening Variable . 10 (1), 301–311.
https://Doi.Org/Https://Doi.Org/10.17358/Jabm.10.1.301
Amin, A., Asnawi, A., & Huwea, V. E. (2024). The role of brand trust as a mediation variable of the influence of brand image and social media marketing on purchase decisions for Sariayu Martha Tilaar cosmetics in Dobo City, Aru Island District. Jurnal Ekonomi, 13(1), 1452–1465. https://doi.org/10.54209/ekonomi.v13i01
Anggraini, DR, & Reskiputri, TD (2024). The Influence of Brand Image, Brand Trust, and Perceived Quality on Customer Purchase Intention in Mey. 6 (2), 159–165. https://Doi.Org/Doi: https://Doi.Org/10.23887/Pjmb.V6i2.80305
Azhari, N., & Maupa, H. (2024). Analysis of the Impact of Brand Equity and Brand Trust on Purchasing Decisions... Journal of Business Management and Entrepreneurship , 8 (6), 1396–1407. Https://Doi.Org/10.24912/Jmbk.V8i6.33632
Aziz, A. (2020). Goodness of fit dalam analisis structural equation modeling (SEM). Jurnal Ilmiah Manajemen, 10(1), 16–25.
Barney, J. (1991). Firm Resources and Sustained Competitive Advantage. Journal Of Management, 17(1), 99-120. https://Doi.Org/10.1177/014920639101700108
Da, F.A., Azizah, H., Anggraeni, S., & Wiyanti, S. (2024). The Effect of Brand Name Selection, Brand Experience, and Brand Equity on Brand Loyalty at Caffeshop Teraskita. Sammajiva: Journal of Business and Management Research Volume , 2 (4), 93–107. Https://Doi.Org/Doi: Https://Doi.Org/10.47861/Sammajiva.V2i4.1483
Effiyaldi, J., Nurul Karolis Pasaribu, M., Kadar, M., Gunardi, G., Naibaho, R., Kumar Hati, S., & Aryati, V. (2022). Penerapan uji multikolinieritas dalam penelitian manajemen sumber daya manusia. JUMANAGE: Jurnal Ilmiah Manajemen dan Kewirausahaan, 1(2), 94–102.
Gao, J. (2023). R-squared (R²) – How much variation is explained? Research Methods in Medicine & Health Sciences, 0(0), 1–6.
https://doi.org/10.1177/26320843231186398
Indira, EZRA, & Basuki, A. (2023). The Influence of Promotion, Brand Image, and Brand Trust on Repurchase Intention. 02 (4), 1098–1105.
https://Doi.Org/Doi:10.21776/Jmppk.2023.02.4.25
Jamaludin, M., Bagus, R., & Firdaus, W. (2025). Customer-Based Brand Equity Strategy Management in the Bina Aksara Mulya Islamic Boarding School Environment, Yogyakarta. Innovasi: Journal of Educational Innovation, 11 (2), 70–82. https://Doi.Org/Doi: https://Doi.Org/10.64540/B2b1s197
Kholidah, AN, Widiastuti, CT, & Nastiti, PR (2025). Customer Trust Mediates Brand Image and Product Quality on Purchasing Decisions. Solusi: Scientific Journal of Economics, 23 (3), 356–373. Https://Doi.Org/Doi:
Https://Doi.Org/10.26623/Slsi.V23i3.12023
Liao, Y., Wei, W., Barna, L. S., Gunter, C., & Kaphingst, K. A. (2026). Genetic literacy scale: Construct and discriminant validity and population differences. Patient Education and Counseling, 142, 109390. https://doi.org/10.1016/j.pec.2025.109390
Liu, Q., &Wang, X. (2023). The Impact Of Brand Trust On Consumers Behavior Toward Agricultural Products Regional Public Brand. Plos One, 18 (11), 1–21. https://Doi.Org/10.1371/Journal.Pone.0295133
Mangginte, HR, Khotimah, K., Husen, S., & Akbar, MA (2025). The Role of Competitive Advantage in Mediating the Influence of Product Innovation on Purchasing Decisions: A Study of Noken Bag MSMEs in Jayapura City Abstract Introduction . 8 (3), 1145–1159. Https://Doi.Org/Https://Doi.Org/10.57178/Paradoks.V8i3.1520
Marlius, D., & Darma, KPK (2023). The Influence of Brand Equity and Price on Purchase Decisions for Oppo Brand Mobile Phones at the Faiqah Ponsel Store in Ujung Air, Sutera District, Pesisir Selatan Regency, West Sumatra. Jurnal Economina , 2 (1), 15–27. Https://Doi.Org/Doi: Https://Doi.Org/10.55681/Economina.V2i1.234
Oktaviany, VV, & Padmantyo, S. (2025). The Influence of Equity, Brand Image, and Trust on Purchase Intention with Customer Satisfaction as a Mediating Variable. Jafm: Journal of Accounting and Finance Management, 6(1), 325–338. https://Doi.Org/Doi: https://Doi.Org/10.38035/Jafm.V6i1
Otok, B. W., Alfasanah, Z., & Aksioma, D. F. (2026). Combination of partial least square structural equation modeling scheme of principal component analysis with importance performance analysis. MethodsX, 16, 1–17.
https://doi.org/10.1016/j.mex.2025.103783
Putra, IKA, Luh, N., Ayu, K., Sucandrawati, S., & Wishanesta, IKD (2024). The Influence of Marketing Mix on Consumer Purchasing Decisions in Service Businesses with Competitive Advantage Mediation at The Sakala Resort Bali . 3 (6), 2624–2639. Https://Doi.Org/Doi: Https://Doi.Org/10.56799/Ekoma.V3i6.5394
Rahayu, NPW, & Cahyani, NLPCD (2023). The Influence of Social Media Marketing and E-Wom on Purchasing Decisions of Lampung Beauty Care Products. Derivative: Journal of Management , 17 (2), 276–287.
Rudianto, R., Ardian, M., & Rante, J. Z. (2024). Analysis of the effect of perception of benefits and perception of risk on interest in using online loans with ease of use as a moderating variable in IBM ASMI students. Jurnal Multidisiplin Madani (MUDIMA), 4(9), 1476–1490. https://doi.org/10.55927/mudima.v4i9.11571
Sugiyono. (2022). Quantitative, Qualitative and R&D Research Methods (4th Ed .). Alfabeta.
Suhan, Samartha, V., & Kodikal, R. (2018). Measuring the effect size of coefficient of determination and predictive relevance of exogenous latent variables on endogenous latent variables through PLS-SEM. International Journal of Pure and Applied Mathematics, 119(18), 39–48.
Wicaksono, C. E., Kadarusman, & Maria, E. (2024). Melampaui krisis: Dinamika kinerja keuangan, indeks kebangkrutan Altman, dan transformasi nilai perusahaan. Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi (JMBI UNSRAT), 11(1), 448–459.
Published
2026-03-12
How to Cite
Mahendra, G., & Rahayu, N. P. (2026). THE INFLUENCE OF BRAND EQUITY AND BRAND TRUST ON PURCHASING DECISIONS THROUGH COMPETITIVE ADVANTAGE OF EXOTIC BRAND CORN SEED PRODUCTS AT DUTA TANI STORE. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 699-715. https://doi.org/10.35508/jom.v19i1.27338
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Articles
