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All Journal Mutiara: Jurnal Penelitian dan Karya Ilmiah
Keke Tarisca
Universitas Terbuka
Religion Humanities Computer Science & IT Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Other

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Pengaruh Perceived Quality dan Brand Familiarity Terhadap Brand Credibility (Studi Kasus Merek KFC) Keke Tarisca; Lingga Yuliana
Mutiara : Jurnal Penelitian dan Karya Ilmiah Vol. 2 No. 6 (2024): Desember : Mutiara : Jurnal Penelitian dan Karya Ilmiah
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/mutiara.v2i6.1776

Abstract

The purpose of this study is to examine the influence of perceived quality and familiarity on brand credibility on the KFC brand as a fast food provider. The quantitative research approach with purposive sampling as data collection so that 103 respondents were recorded, both female and male aged 17-47 years. Data were collected through the distribution of questionnaires with Google Form containing closed questions with a Likert scale as an alternative answer that represents respondents. Data were analyzed with Partial Least Square using SmartPLS. Thus, the test results showed that brand credibility was influenced by perceived quality, but not by brand familiarity.
Co-Authors Lingga Yuliana