Pengaruh Brand Familiarity terhadap Brand Credibility Produk Minuman Kemasan
DOI:
https://doi.org/10.62710/0kf35v04Keywords:
Brand Credibility, Brand Familiarity, Fast-Moving Consumer Goods.Abstract
The purpose of this study is to investigate how brand familiarity affects brand credibility. This study is essential for comprehending the psychological aspects of consumers that underlie shifts in brand preferences in the packaged tea sector as well as for elucidating the dynamics of customer perception, which are not entirely captured by market share exclusively. Using quantitative research methods, 100 respondents were recruited. Primary data served as the data source. Purposive sampling was the sampling technique. The respondents were men and women aged 17-50, residing in Greater Jakarta (Jabodetabek), and having purchased Teh Pucuk Harum brand products. Partial Least Squares (PLS) was the analysis technique used in this study, using the SmartPLS version 4 analysis tool. A Likert scale was used to measure respondents' responses, ranging from 1-5. This study was conducted in March 2026. The results indicate that brand credibility has a positive and significant influence on brand familiarity. This research also enriches research in the context of fast-moving consumer goods (FMCG), particularly ready-to-drink beverages, which have traditionally been considered low-involvement products. These results indicate that even under conditions of low involvement, credibility still plays a significant role in shaping familiarity.
Downloads
References
Abdullah, M. A. F., & Perkasa, D. H. (2025). DIGITAL MARKETING BASED ENTREPRENEURSHIP TRAINING TO INCREASE MSMES SALES
Chun, T. Y., Lee, D. K., & Park, N. H. (2020). The Effect of Marketing Activities on the Brand Recognition, Brand Familiarity, and Purchase Intention on the SNS of Franchise Companies. The Journal of Asian Finance, Economics and Business, 7(11), 955–966.
https://www.kci.go.kr/kciportal/landing/article.kci?arti_id=ART002652413 Fauzan, R., Priantono, T. D., & Yuliana, L. (2023). PENGARUH BRAND FAMILIARITY
DAN PERCEIVED QUALITY TERHADAP BRAND CREDIBILITY. Jurnal Cahaya Mandalika ISSN 2721-4796 (Online), 4(2), 844–855.
https://doi.org/10.36312/jcm.v4i2.1995
Guo, W., & Luo, Q. (2023). Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility. Journal of Retailing and Consumer Services, 73, 103353. https://doi.org/10.1016/j.jretconser.2023.103353
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS- SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/10.1016/j.rmal.2022.100027
Hamdani, R., & Yuliana, L. (2024). The Impact of Brand Credibility on The Brand Reputation of Teh Botol Sosro Brand. Journal of Applied Business Administration, 8(1), 110–117. https://doi.org/10.30871/jaba.v8i1.7319
Indrasari, R., & Perkasa, D. H. (2026). Brand Experience, Brand Image, and Customer Satisfaction Strategies in Increasing Customer Loyalty (Adidas Brand Case Study). Jurnal Manajemen Motivasi, 22(1), 1585-1600.
Kareem, S. A., & Venugopal, P. (2023, April 6). Social Media Influencers’ Traits and Purchase Intention: A Moderated Mediation Effect of Attitude Towards Brand Credibility and Brand Familiarity—Shaply Abdul Kareem, Pulidindi Venugopal, 2023. https://journals.sagepub.com/doi/abs/10.1177/23197145231162257
Larasati, A. W., & Perkasa, D. H. (2026). Brand Trust as a Determinant of Consumer Loyalty: An Empirical Study on Skincare Brands. Golden Ratio of Mapping Idea and Literature Format, 6(2), 1311-1324.
Lestari, A., & Perkasa, D. H. (2026). The Effect of Luxury Brand and Brand Experience on Customer Loyalty (Coach Brand Case Study). Jurnal Manajemen Motivasi, 22(1), 910-926.
Marianti, S., Dharma, T. A., & Yuliana, L. (2023). PENGARUH BRAND FAMILIARITY
TERHADAP BRAND CREDIBILITY. Jurnal Bina Bangsa Ekonomika, 16(2), 529–
https://doi.org/10.46306/jbbe.v16i2.394
Putri, B. S., & Yuliana, L. (2026). The Effect of Brand Familiarity and Perceived Quality on Brand Credibility. Dinasti International Journal of Economics, Finance & Accounting, 6(6), 4986–5000. https://doi.org/10.38035/dijefa.v6i6.5588
Rafdi, A., Irawan, B., & Yuliana, L. (2025). Analysis of Brand Credibility to Brand Reputation in Indomie Case Study. JMK (Jurnal Manajemen Dan Kewirausahaan), 9(3), 324–338. https://doi.org/10.32503/jmk.v9i3.6108
Salsabila, R. Z., Yuliana, L., & Diandra, D. (2025). Pengaruh Brand Familiarity Dan Perceived Quality Terhadap Brand Credibility (Studi Kasus Merek Skintific). Jurnal Manajemen Dan Bisnis Madani, 7(1), 44–57. https://doi.org/10.51353/jmbm.v7i1.1005
Saputri, K. D., Safriyanti, F., & Yuliana, L. (2024). The impact of brand familiarity on brand credibility and perceived quality of brands Marhen. J: An empirical analysis. Jurnal Ekonomi, 13(01), 1884–1892. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/4152
Saputri, R. Z., Putra, M. F. R., & Yuliana, L. (2024). Analysis of Brand Credibility and Brand Reputation on Brand Performance. Jurnal Ekonomi, 13(01), 2311–2320. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/4279
Top Brand Award. (2025). Komparasi Brand. https://www.topbrand- award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=2&id_sub kategori=6
Yuliana, L., Setiawan, H. A., & Irawan, S. (2023). The Impact of Brand Credibility and Brand Reputation on Brand Performance: An Empirical Analysis. Jurnal Bisnis Dan Manajemen, 10(2), 195–204. https://doi.org/10.26905/jbm.v10i2.11743
Yuliana, L., Perkasa, D. H., Poetry, K., & Alfian, R. (2025). ANALISIS PERILAKU KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN. Jurnal Bina Bangsa
Ekonomika, 18(2), 1571-1579.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Andi Muhammad Daffa Khalifah R.H, Didin Hikmah Perkasa (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
