Brand Familiarity dan Perceived Quality sebagai Determinan Brand Credibility: Kajian Empiris pada Merek Skincare
DOI:
https://doi.org/10.38035/jmpis.v6i6.6506Keywords:
Brand Credibility, Brand Familiarity, Perceived Quality, Perawatan KulitAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand familiarity dan perceived quality terhadap brand credibility pada merek L’Oréal Paris di Indonesia. Sebagai merek global, L’Oréal menghadapi tantangan menjaga kredibilitas di tengah persaingan dengan merek lokal serta meningkatnya tuntutan konsumen terhadap transparansi. Penelitian ini menggunakan pendekatan kuantitatif melalui survei terhadap 150 responden pengguna L’Oréal Paris di wilayah perkotaan. Data diperoleh melalui kuesioner berskala Likert dan dianalisis dengan regresi linear berganda. Hasil penelitian menunjukkan bahwa brand familiarity berpengaruh positif terhadap brand credibility, demikian pula perceived quality berkontribusi dalam memperkuat kredibilitas merek. Temuan ini menegaskan bahwa konsistensi kualitas produk serta keakraban konsumen dengan merek menjadi faktor penting dalam menjaga dan meningkatkan brand credibility L’Oréal Paris di tengah persaingan industri skincare.
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