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All Journal Mabsya: Jurnal Manajemen Bisnis Syariah
Jihan Rhaudhatul Jannah
Department of Management, Faculty of Economics and Business, Universitas Swadaya Gunung Jati Cirebon, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Influence of Customer Perception, Brand Fit, and Brand Credibility on Brand Image: A Case Study of Naming Rights of BT Batik Trusmi Jihan Rhaudhatul Jannah; Ramlah Puji Astuti; Tiara Muthiarsih
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 8 No. 1 (2026): Mabsya: Jurnal Manajemen Bisnis Syariah
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/mabsya.v8i1.16201

Abstract

This study examines the influence of customer perception, brand fit, and brand credibility on BT Batik Trusmi's brand image in the case of the cancellation of the "BT Batik Trusmi Cirebon Station" naming rights program. A quantitative method with an associative design was employed, involving 200 respondents who were aware of the program's cancellation. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression. The results showed that all three variables had a positive and significant effect on brand image, both partially and simultaneously. Customer perception was the most dominant variable, followed by brand fit and brand credibility. The adjusted R-squared value of 0.592 indicates that 59.2% of the variance in brand image can be explained by these three variables. These findings suggest that public perception, collaboration suitability, and brand credibility are important to maintain, especially when changes or cancellations of marketing programs occur in the public space.
Co-Authors Ramlah Puji Astuti Tiara Muthiarsih