Pengaruh Penggunaan Strategi Brand Extension Pada Intensi Membeli Konsumen

Atmajati, Purna (2012) Pengaruh Penggunaan Strategi Brand Extension Pada Intensi Membeli Konsumen. Other thesis, STIE Bank BPD Jateng.

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Abstract

The phenomena of Citra as a brand, can be seen in the Indonesia Customer Satisfaction Index (ICSA), which indicates that the level of customer satisfaction with Citra body wash pouch is relatively lower then level of customer satisfaction Citra hand & body lotion. From the table also can be seen that brand share value of Citra body wash pouch is (5,10%), while the Citra hand & body lotion is obtained (48,20%). This study aims to determine the efect of parent brand knowledge and perceived quality of brand extension attitude on consumer purchase intentions. The data used in this study is the primary data, is data collected through questionnaires distributed to respondents that consumers who use the Citra hand & body lotion in the Pacitan district. Measurement scale used is an interval scale with level measurement technique with 1-5. Sampling method using the purposive sampling technique is the consideration and determination of samples with specific criteria. Analysis technique used was SPSS 16 for windows. Based on the results of research conducted, the results obtained that the affect of brand parent knowledge is positive to brand extension attitude with significant value is obtained 0,002. The affect of quality perception is positve to brand extension attitude with significant value is obtained 0,000. Brand extensionattitude also positive to the consumer purchase intentions with significant value is obtained 0,000.

Item Type: Thesis (Other)
Uncontrolled Keywords: Pengetahuan Merek Induk, Persepsi Kualitas, Sikap Brand Extension, dan Intensi Membeli
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Art
Depositing User: Magang Magang Siswa
Date Deposited: 20 Feb 2024 07:48
Last Modified: 20 Feb 2024 07:48
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/1753

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