The purpose of this study was to examine the effect of
brand trust in mediating brand awareness and brand
image with purchase intention in general insurance
One hundred and two respondents from different
ages. These respondents are consumers who have buy
policy from BCA Insurance. Respondents were asked to
answer questionnaires regarding their opinions about the
awareness of the brand, image of the brand, and trust.
The results obtained were analyzed by SEM (structural
Brand trust is able to mediate brand awareness and
brand image with purchase intention in BCA Insurance.
This research focused on four variables which is
brand awareness, brand image, brand trust and purchase
intention. The research was conduct on General Insurance
product, and with this it can be seen how these variables
influence someone purchase intention.
Keywords : Brand Awareness, Brand Image, Brand Trust, Purchase Intention.