Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal CASHFLOW : CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE
Ilma Wulansari Hasdiansa
Department of Management, Faculty of Economic, Universitas Negeri Makassar, Makassar, Indonesia
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
THE IMPACT OF BRAND CREDIBILITY ON BRAND EQUITY IN THE BEAUTY INDUSTRY Ilma Wulansari Hasdiansa
CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE Vol. 3 No. 4 (2024): JULY
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/cashflow.v3i4.1519

Abstract

This research investigates the impact of brand credibility on brand equity in the beauty industry, particularly focusing on skincare products. The objective is to explore how the perceived trustworthiness and expertise of a brand influence its overall brand equity, which includes customer loyalty, brand awareness, perceived quality, and brand associations. Using a quantitative approach, data were collected through surveys distributed to 45 consumers who are regular users of beauty products. Statistical analysis, including regression analysis, was used to examine the relationship between brand credibility (comprising trustworthiness and expertise) and brand equity. The results show that brand credibility has a significant positive effect on brand equity, with trustworthiness emerging as the stronger predictor of brand equity compared to expertise. These findings suggest that brands in the beauty industry can enhance their market position by improving their credibility, particularly in terms of trustworthiness. The research concludes that building a trustworthy brand image is essential for strengthening brand equity and sustaining consumer loyalty in a competitive market.
Co-Authors