The high demand for drinking water in a bottle makes the growth of this industry growing rapidly. This is marked by the number of brands of bottled water that makes competition in this industry more intense. By this condition, researchers interested in determining the effect of brand equity and brand trust to purchase intention through brand preference in bottled drinking water consumers in Tangerang City. This research takes the sample from people who live in Tangerang which is determined using purposive sampling method. Independent variables in this research are brand equity (X1) and brand trust (X2). Dependent Variable is buying interest or purchase intention (Y) at consumer of AMDK with brand preference (Z) as intervening variable. This is a quantitative research using Structural Equation Model (SEM) data analysis method with AMOS software.

Brand equity, Brand trust, Purchase intention, Brand preference, SEM.

• Ir. Elia Oey M.Eng. M.Sc., CSCP.

• Dr. Scherly Hansopaheluwakan, S.E. , M.I.B.

• Christianto Eka Wiguna, S.E., M.E.