Analyzing the Impact of Brand Image, Brand Trust, and Brand Authenticity on Timephoria Purchase Decisions in the Digital Era
DOI:
https://doi.org/10.61722/jiem.v4i10.13074Keywords:
Brand Authenticity, Brand Image, Brand Trust, Digital Marketing, Purchase Decision, Timephoria.Abstract
. In the rapidly evolving digital landscape, understanding the key drivers of consumer purchasing behavior has become critical for local brand sustainability. This study investigates the impact of Brand Image, Brand Trust, and Brand Authenticity on consumer purchase decisions regarding Timephoria products in the digital era. Utilizing a quantitative explanatory research design, data were gathered through a structured online survey administered to 180 consumers who have interacted with or purchased Timephoria products via digital channels. Structural Equation Modeling based on Partial Least Squares (PLS-SEM) was employed to evaluate the measurement and structural models. The findings demonstrate that Brand Image, Brand Trust, and Brand Authenticity each exert a significant positive effect on Purchase Decisions, with Brand Authenticity showing the strongest influence. Collectively, these variables explain a substantial portion of the variance in digital purchase decisions. The study provides critical managerial insights for digital marketers to prioritize transparent brand narratives and genuine engagement alongside traditional image-building strategies.
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