Pengaruh Brand Familiarity Dan Perceived Quality Terhadap Brand Credibility (Studi Kasus Merek Skintific)

Abstract

In the increasingly competitive skin care product industry, companies must pay attention to the credibility of their brands in the eyes of consumers. This research aims to analyze whether Brand Credibility is influenced by Brand Familiarity and Perceived Quality. This research uses a quantitative descriptive methodology with the method used for sampling is purposive sampling. The sample used in this research was 100 respondents who used Skintific brand skin care products collected via Google Form. Data analysis was carried out using Partial Least Square (PLS) with the Smart PLS tool version 4.1.0.0. The research results show that there is rejection of the initial hypothesis which states that Brand Familiarity influences Brand Credibility. Apart from that, it was also found that Perceived Quality does influence Brand Credibility.