Pengaruh Brand Familiarity Dan Perceived Quality Terhadap Brand Credibility (Studi Kasus Merek Skintific)
DOI:
https://doi.org/10.51353/jmbm.v7i1.1005Abstract
Perusahaan harus memperhatikan kredibilitas mereknya di mata konsumen ditengah industri produk perawatan kulit yang semakin kompetitif. Penelitian ini bertujuan untuk menganalisis Brand Credibility dipengaruhi oleh Brand Familiarity dan Perceived Quality. Penelitian ini menggunakan deskriptif kuantitatif untuk metode serta teknik yang digunakan untuk pengambilan sampel adalah purposive sampling. Sampel yang digunakan dalam penelitian ini adalah 100 orang responden pengguna produk perawatan kulit merek Skintific yang dikumpulkan melalui Google Form. Analisis data dilakukan dengan menggunakan Partial Least Square (PLS) dengan alat Smart PLS versi 4.1.0.0. Hasil penelitian menunjukkan bahwa terdapat penolakan terhadap hipotesis awal yang menyatakan bahwa Brand Familiarity mempengaruhi Brand Credibility. Selain itu, ditemukan juga bahwa Perceived Quality memang berpengaruh terhadap Brand Credibility.Downloads
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