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Lingga Yuliana
Universitas Paramadina
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The Effect of Brand Familiarity and Perceived Quality on Brand Credibility Putri, Bilqis Saphira; Yuliana, Lingga
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 6 (2026): Dinasti International Journal of Economics, Finance & Accounting (January - Feb
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i6.5588

Abstract

This study aims to analyze the influence of brand familiarity and perceived quality on brand credibility for Vaseline products in Indonesia. This study used a quantitative approach with a survey technique on 170 Vaseline user respondents spread across several urban areas. The research instrument was a questionnaire measured on a Likert scale, and the data were analyzed using the Spearman Rank correlation test. The analysis results show that both independent variables have a positive and significant relationship with brand credibility. These findings confirm that consumer perceptions of product quality, including effectiveness, safety, and consistency, have a greater influence on the formation of brand credibility than the level of brand familiarity alone. The implication of this study is the importance of product quality improvement strategies and communication that focuses on evidence of tangible benefits, so that brand credibility can continue to be strengthened. In the context of the highly competitive skincare market, perceived quality has proven to be the most dominant factor in shaping brand credibility. Therefore, Vaseline needs to maintain consistent product quality and ensure that every product claim can be proven in the eyes of consumers, so that brand credibility is maintained and improved over time.
Co-Authors Abdullah, Muhammad Al Faruq Abi Rafdi Achmad Tarmizi Aditya Rian Ramadhan Adrian A. Wijanarko Adrian A. Wijanarko Afifatul Khoiroh Agung Surya Dwianto Ahmad Azmy Ahmad Habibie, Ahmad Ahmad Yusuf Abdi Firdaus Alamsyah, Fadli Alfian, Rendi Alfiansyah, Aan Alim Kramo Masyuhur Alisia Putri Bestari Amanta, Najwa Az-Zahra Ananda Rizkyllah Andri Mat Raharjo Anis Kristia Astri Apriyana, Nurliya Ardani, Rayhan Arya Ardi Wiranata Ardiani, Nadia Rizky Arie Mulyati Athaullah, Fathin Abrar Aulia , Naila Najmi Bambang Purwoko Bangbang Irawan Basuki , Clara, Virjinia Clarichie, Clavin Dea Elvira Delia, Refa Dias I Denudin Sobari Derriawan Derriawan Desty Febrian, Wenny Dewi Jayanti Nazara Diah Angguningtiyas Diana, Hafsah Adha Diandra, Didip Didin Hikmah Perkasa Dinul Ambiyah Diyanti, Indira Nada Eko Bima Sutopo, Israel Elsa Melani Ervan, Bonfilio Fadhila, Naufal Fadillah, Muhammad Adam Fany Safriyanti Fathiana, Faliha Ersa Fauzan, Ray Febrian, Wenny Desty Firdaus, Hendy Yusman Gray Nindyan Pradipta Mitya Utoyo Hamdani, Rezki Handayani, Senia Lestari Handika Arif Setiawan Hardi Yakup Hidayat, Djibran Nova Humaira, Aliffia Ida Trigani Iin Mayasari Irawan, Bangbang Israel Eko Bima Sutopo Iyus Wiadi Janni Beatrix Mandowally Janni Beatrix Mandowally Jasmine, Catherine Putri Angelica Johan Ramadhan Nurwardana Kafiyan, Vio Salman Kamaliyah, Levi Raica Keke Tarisca Kharisma Candra Utama Khoirudzaki, Saskia Kholis Azmi Mustofa Klara Bali Kurniawan, Anarta Abimanyu Larasati, Nike Lestari Widiah Ningsih Livani Yanuari Ludfiah Zahrah LUJENG LUTHFIYAH Lutfi Alhazami Luthfi Akbar Ryan M. Ghofur Riyanto Mabil, Syahrul Putra Magito Magito Maliana, Rahma Manalu, Christopher Ferdinand Darren Maria, Nadiya Tristi Martin Krisna Priyatno Masnia Masnia, Masnia Masnia, Masnia Maulana, Fadli Mughni Maya Firdiana Megawati Sihite Meilan Mustikasari Meilani, Ajeng Melati Indriati Putri Muhammad Naufal Muhammad Rizky Naomi Saptorinie Natalia, Riska Navita, Puti Azzahra Nike Larasati Niko Ariza Ramadhanu Nisrina Alya Fatharani Novyta, Novyta Nur Aisah Nur Ramadhan Setyabudi Nur Vitriani Nur Vitriani Nurliya Apriyana Nurliya Apriyana Nurul Azmi, Nurul Poetry, Keyka Pranata, Dedy Prasetya, Kartika Febrianti Pratama, Aldiwa Pratama, Raka Rizki Primayudha, Alvin Dito Purwoko, Bambang Putra, Muhammad Farrel Risyawal Putra, Muhammad Rasya Kurniawan Putri , Aurellia Nadira Putri, Bilqis Saphira Qilbaaini Effendi Muftikhali Raditya, Ananda Alif Rafa Fitria Rafdi, Abi Rahmatika, Aulia Rahmi, Ratu Naila Ray Fauzan Ray Fauzan Rendi Alfian Rendi Alfian Revaldito, Sayyidina Adha Rhamdany, Fathya Talitha Rosinta Rosinta Rosyad, Abdul Ghani Ryani Dhyan Parashakti Sabani , Qalam Raydathul Sabilla, Edelwiss Fahmi Nur Safira, Erliza Saksono, Alvino Saka Salsabila, Resya Zalfa Sam Oudom Serick Saputri, Kurnia Dwi Saputri, Rara Zulia Sarah Rusfianti Sasmaya, Elsadian Hana Sasmiatin Irawan Sativa, Shafira Oryza Satria, Elyas Selli Prisilia Putri Sena , Afif Nur Seri Marianti Setiyo Purwanto Shafwan, Muhammad Silfia, Vivi Silvia Justiana Simbolon, Hartobela Siti Annisa Wahdiniawati Siti Nur Amanah Siti Nurjanah Slamet, Frima Agustian Sri Harnanih Suci Ramadhani, Suci Sugiono, Burhan Prakoso Suhisman, Niken Citra Tantio Dipo Priantono Tantio Dipo Priantono Tito Adi Dharma Tito Iswanto Trigani, Ida Tsabita, Malika Khansa Tutut Ratna Wana Setya Ningsih Wahdi Fauzan Nugroho Wahdi Fauzan Nugroho Wati, Pera Waty, Sully Sia Willyansyah, Willyansyah Wirayudha, Raditya WS, Antonius Wulan Aditya Putri Yosya, Syepria Bilqiis Yuliani Sherlyta Zacky Aditiaga Zulfa, Ghefira Zahira