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All Journal JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Ardiani, Nadia Rizky
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : JOURNAL OF APPLIED BUSINESS ADMINISTRATION

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Brand Credibility and Brand Reputation on Brand Performance Poetry, Keyka; Ardiani, Nadia Rizky; Yuliana, Lingga
Journal of Applied Business Administration Vol 9 No 1 (2025): Journal of Applied Business Administration
Publisher : Pusat P2M Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.v9i1.9078

Abstract

With regard to the Wardah brand, this study intends to examine how brand credibility and reputation affect brand performance. In this work, quantitative research methodologies are applied. Purposive sampling is used in the sampling method. This survey included 201 respondents in total. Respondents are Indonesian-born women between the ages of 17 and 55 who use skincare and makeup items under the Wardah brand. Through the use of Google Forms, the data source distributes questionnaires that collect primary data. In this study, closed questions with response options of strongly disagree, disagree, agree, and strongly agree were employed on a Likert scale. Version 4.1.0.0 of the SmartPLS tool is used in the partial least squares data analysis method. According to the study's findings, there is a relationship between brand performance and credibility. A relationship between brand reputation and brand performance is evident from the second hypothesis
Co-Authors Lingga Yuliana Poetry, Keyka