摘要：As products information in the market is not perfect and symmetrical,it causes consumer’s uncertainties about the attributes and/or the benefits of a product. In such a condition,it is important that companies provide credible information to consumers. The information should be sincere and companies should be willing and capable in deliveringwhat has been promised. A credible brand will impact perceived quality,perceived risk and information cost. These perceived quality,perceived risk and information cost will in turn impact consumers’ expected utility. This will subsequently impact consumer’s price sensitivity. The population in this study was adult females who live in Malang and the sample is female adults aged from 17 years old to 45 years old who use one or more of four brands of anti-dandruff shampoo. The number of respondents is 100 people and the sample was taken using non-probability sampling. The sampling collection techniques is quota sampling. The path analysis is applied for empirical testing. The result of this study showed that brand credibility impacts on consumers’ price sensitivity. Brand credibility also had indirect impact on consumers’ price sensitivity through perceived quality and expected utility . Brand credibility has indirect impact on price sensitivity through information cost and expected utility. The impact of brand credibility on consumers’ price sensitivity through perceived risk and expected utility was found to be insignificant. This finding was inconsistent with the finding from the study done by Erdem and Swait (1998). The researcher believe that the difference is caused by the fact that the respondents of present study tend to believe the information around him/her and not care wether the shampoo brand now will exist. This mindset is arguably different from those of diploma students in American university where Erdem and Swait (1998) took their sample The foreign students tend to be more careful in choosing brands..
其他摘要：Informasi yang tidak sempurna dan tidak simetris mengakibatkan timbulnya ketidakpastian yang dihadapi konsumen tentang atribut dan/ atau manfaat apa yang didapat dari sebuah produk. Dalam kondisi seperti ini penting bagi perusahaan untuk menyampaikan info
