The Influence of Perceived Quality and Brand Familiarity on Brand Credibility Honda Motorcycles among Generation Z in Surabaya

Emerald Mayaputra; Rizky Dermawan

doi:10.55927/ajabm.v4i3.451

Authors

Emerald Mayaputra Universitas Pembangunan Nasional “Veteran” Jawa Timur
Rizky Dermawan Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.55927/ajabm.v4i3.451

Keywords:

Perceived Quality, Brand Familiarity, Brand Credibility, Honda

Abstract

This study aims to examine the influence of perceived quality and brand familiarity on the brand credibility of Honda motorcycles among Generation Z consumers in Surabaya. A quantitative approach was employed, with data collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The sample consisted of 100 respondents selected using purposive sampling techniques. The results indicate that both independent variables have a positive and significant influence on brand credibility. These findings demonstrate that high perceived quality and strong brand familiarity play an important role in building Generation Z consumers’ trust in the credibility of Honda motorcycle brands.

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