Pengaruh Brand Experience, WOM, dan Testimoni Terhadap Brand Trust pada Pupuk Urea Nitrea Non Subsidi di UD Jago Tani Ponorogo

This study aims to determine and analyze the influence of Brand Experience, Word of Mouth (WOM), and Testimonials on Brand Trust among consumers of Non-Subsidized Urea Nitrea fertilizer at UD Jago Tani Ponorogo. The study used a quantitative approach, with a population of all UD Jago Tani consumers. The sample was determined using incidental sampling, with 97 respondents willing to complete the questionnaire. The research instrument was tested for validity and reliability, while the analysis method used was multiple linear regression with SPSS 25 software.
The results show that 1) Brand Experience has a positive and significant effect on Brand Trust. 2) Word of Mouth (WOM) has a positive but insignificant effect on Brand Trust. 3) Testimonials have a positive and significant effect on Brand Trust. 4) Simultaneously, Brand Experience, Word of Mouth (WOM), and Testimonials have a positive and significant effect on Brand Trust.

Keywords: Brand Experience, Word of Mouth, Testimonials, Brand Trust.