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.
Mayaputra et al. (Tue,) studied this question.