THE IMPACT OF BRAND CREDIBILITY ON BRAND EQUITY IN THE BEAUTY INDUSTRY
Main
Ilma Wulansari Hasdiansa*
This research investigates the impact of brand credibility on brand equity in the beauty industry, particularly focusing on skincare products. The objective is to explore how the perceived trustworthiness and expertise of a brand influence its overall brand equity, which includes customer loyalty, brand awareness, perceived quality, and brand associations. Using a quantitative approach, data were collected through surveys distributed to 45 consumers who are regular users of beauty products. Statistical analysis, including regression analysis, was used to examine the relationship between brand credibility (comprising trustworthiness and expertise) and brand equity. The results show that brand credibility has a significant positive effect on brand equity, with trustworthiness emerging as the stronger predictor of brand equity compared to expertise. These findings suggest that brands in the beauty industry can enhance their market position by improving their credibility, particularly in terms of trustworthiness. The research concludes that building a trustworthy brand image is essential for strengthening brand equity and sustaining consumer loyalty in a competitive market.
Aaker, D. A. (2009). Managing brand equity: Capitalizing on the value of a brand name. simon and schuster.
Al-Bustomi, M. A. Y., & Wahyudi, H. D. (2018). Pengaruh Celebrity Endorser Terhadap Equitas Merek: Mediasi Kredibilitas Merek. UNEJ E-Proceeding.
Boulin, C., & Louise, L. (2022). Somethinc: The evolution of a local skincare brand. Beauty Industry Journal, 9(4).
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198.
Jaffari, A., Hussain, Z., & Mian, S. (2014). Brand Ambassador Impact on Brand Equity: A Case Study. Journal of Consumer Behavior, 15(4).
Kalra, S. (2016). Investigating Relationship Between Brand Image, Brand Credibility and Brand Equity. Review of Professional Management, 14(2), 24–33.
Sivanandamoorthy, S. (2013). Green Marketing practices and customer satisfaction: A special Reference to leather goods. Sivesan S, Achchuthan S & Umanakenan R (2013), Green Marketing Practices and Customer Satisfaction: A Special Reference to Leather Goods. Global Journal of Management and Business Research Accounting and Auditing, 13(3), 51–59.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909.
Tjokrosaputro, M., & Ongkowidjaja, Y. (2020). Citra Merek Dan Dukungan Selebriti Untuk Memprediksi Ekuitas Merek Berbasis Pelanggan Pengguna Shopee: Kredibilitas Merek Sebagai Variabel Mediasi [Brand Image And Celebrity Support For Predicting Brand Equity On Shopee Users: Brand Credibility As A Media. DeReMa (Development Research of Management): Jurnal Manajemen, 15(2), 227–243.
Tong, X., Su, J., & Xu, Y. (2018). Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands. International Journal of Fashion Design, Technology and Education, 11(2), 196–209.
Vidyanata, D. (2019). Peran Brand Credibility sebagai Mediasi Pengaruh Strategi Celebrity Endorsement terhadap Brand Equity.
