| NIM | C1K009009 |
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| Namamhs | PRILLY NOVERINA SONDRIA |
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| Judul Artikel | THE EFFECT OF BRAND EXTENSION STRATEGY ON BRAND IMAGE |
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| Abstrak (Bhs. Indonesia) | The purpose of research were to analyze the effect of perceived fit between parent brand and extension brand, perceived quality of parent brand, and brand equity of parent brand on customer attitude toward brand extension. In the end, to analyze the effect of customer attitude toward brand extension on purchase intention toward brand extension of Lifebuoy product. Type of this research was a survey method.This research was conducted at Purwokerto. Population of this research was people in Purwokerto.This research used 150 respondents. Sampling technique used was convenience sampling. The technique of data analysis used was Structural Equation Modelling (SEM) analysis. Refers to the result of SEM analysis, it can be concluded that perceived fit between parent brand and extension brand, perceived quality of parent brand, and brand equity of parent brand have significant effects on customer attitude toward brand extension and so customer attitude toward brand extension have significant effect on purchase intention toward brand extension. Based on the conclusions, it can be implied that as an effort to increase the customer attitude toward brand extension the management of Lifebuoy needs to make priority on perceived fit between parent brand and extension brand, perceived quality of parent brand and brand equity of parent brand and as an effort to increase purchase intention toward brand extension, the management of Lifebuoy in Indonesia needs to make priority on customer attitude toward brand extension. |
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| Abtrak (Bhs. Inggris) | The purpose of research were to analyze the effect of perceived fit between parent brand and extension brand, perceived quality of parent brand, and brand equity of parent brand on customer attitude toward brand extension. In the end, to analyze the effect of customer attitude toward brand extension on purchase intention toward brand extension of Lifebuoy product. Type of this research was a survey method.This research was conducted at Purwokerto. Population of this research was people in Purwokerto.This research used 150 respondents. Sampling technique used was convenience sampling. The technique of data analysis used was Structural Equation Modelling (SEM) analysis. Refers to the result of SEM analysis, it can be concluded that perceived fit between parent brand and extension brand, perceived quality of parent brand, and brand equity of parent brand have significant effects on customer attitude toward brand extension and so customer attitude toward brand extension have significant effect on purchase intention toward brand extension. Based on the conclusions, it can be implied that as an effort to increase the customer attitude toward brand extension the management of Lifebuoy needs to make priority on perceived fit between parent brand and extension brand, perceived quality of parent brand and brand equity of parent brand and as an effort to increase purchase intention toward brand extension, the management of Lifebuoy in Indonesia needs to make priority on customer attitude toward brand extension. |
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| Kata kunci | Perceived fit, perceived quality, brand equity, customer attitude toward brand extension, purchase intention toward brand extension. |
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| Pembimbing 1 | Dr. Pramono Hari Adi, MS. |
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| Pembimbing 2 | Weni Novandari, SE, MM. |
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| Pembimbing 3 | Prof. Dr. H Agus Suroso, MS |
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| Tahun | 2014 |
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| Jumlah Halaman | 113 |
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| Tgl. Entri | 2014-11-24 14:04:01.505664 |
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