The Effect of Brand Awareness, Brand Image, and Promotion on Product Usage Decisions in CIMB Niaga Syariah Customers In Palembang City With Brand Trust as an Intervening Variable

This study aims to analyze the effect of Brand Awareness, Brand Image, and Promotion on Product Usage Decisions among CIMB Niaga Syariah customers in Palembang City, with Brand Trust serving as an intervening variable. The population of this study comprises all active CIMB Niaga Syariah customers in Palembang City. The sample size was determined using the formula by Hair et al. (2017). Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with both first-order and second-order approaches. The findings reveal that Brand Image and Promotion have a positive and significant effect on both Brand Trust and Usage Decisions. Brand Trust is proven to have a significant effect and serves as a strong predictor in driving Usage Decisions. Brand Awareness significantly affects Usage Decisions in the second-order model, but has no significant effect on Brand Trust. Furthermore, Brand Trust significantly mediates the relationships between Brand Image and Promotion on Usage Decisions. However, Brand Trust does not mediate the relationship between Brand Awareness and Usage Decisions. Based on these results, management is advised to optimize educational and transparent promotion strategies, alongside reinforcing brand image and service quality proof, to effectively enhance customer usage decisions.