Antecedent of Brand Attitude on Customers of Local Coffee Brand “Kopi Kenangan”

This study aims to analyze and prove the effect of brand innovativeness and brand experience on brand attitude through brand trust in a local coffee brand in Indonesia. This study is an Explanatory Research using Cross Sectional Method, the population is customers that consumed local coffee brand in Indonesia called “Kopi Kenangan” which was unknown number with a total sample of 112 respondents. The sampling technique is using Accidental Sampling. This study used a qualitative approach through distributing questionnaires and analyzed using quantitative methods using path analysis which was processed with IBM SPSS Statistics 23 and Structural Equation Modeling (SEM) with IBM SPSS AMOS 23 software. The scale of measurement uses a Likert scale 1-5. In this study using validity test, fit model test and hypothesis testing. Based on the structural model, it can be proven that brand innovativeness has a significant positive effect on brand trust and brand attitude, brand experience has an insignificant negative effect on brand trust and brand attitude and brand trust has a significant positive effect on brand attitude on a local coffee brand “Kopi Kenangan” in Samarinda.