Mayaputra, Emerald (2025) Pengaruh Perceived Quality dan Brand Familiarity terhadap Brand Credibility Sepeda Motor Honda Pada Generasi Z di Kota Surabaya. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
The motorcycle industry in Indonesia has experienced rapid growth, accompanied by a high level of consumer demand, with Generation Z being one of its main consumer groups. This condition indicates the need to strengthen marketing strategies that are relevant to the motorcycle target market in order to maintain brand positioning amid increasingly intense competition. This study aims to determine the influence of perceived quality and brand familiarity on brand credibility of Honda motorcycles among Generation Z in Surabaya. The method used in this study is a quantitative method. The sampling technique applied is non-probability sampling with purposive sampling. The population of this study consists of Generation Z consumers who own Honda motorcycles in Surabaya, with a total sample of 108 respondents. Data analysis was conducted using the SmartPLS application with the PLS-based SEM method. From the results of the study, it can be concluded that perceived quality and brand familiarity play a role in enhancing the brand credibility of Honda motorcycles among Generation Z in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HE Transportation and Communications |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Emerald Mayaputra | ||||||||
| Date Deposited: | 10 Sep 2025 07:56 | ||||||||
| Last Modified: | 10 Sep 2025 07:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42448 |
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