Pengaruh Evaluasi Konsumen Atas Perluasan Merek Terhadap Niat Pembelian Ulang Melalui Sikap Konsumen Pada Produk Margarin Filma di Surabaya

Masruroh, Siti (2018) Pengaruh Evaluasi Konsumen Atas Perluasan Merek Terhadap Niat Pembelian Ulang Melalui Sikap Konsumen Pada Produk Margarin Filma di Surabaya. Margin Eco Jurnal Ekonomi dan Perkembangan Bisnis, 02 (02). pp. 34-50. ISSN 2548-8341 (Unpublished)

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Abstract

The research is focus on the analysis of the influence of brand extension’s success factors upon repeat purchase through consumer attitudes on the product of filma margarin. Based on brand litetatures, the brand extension’s success factors were measured by similarity, parent brand reputation, perceived risk dan inovativeness. On the other hand, repeat purchase were measured by willingness to repeat purchase, and to make a brand preference.Samples of the research are consumer who buy Filma Margarin in Surabaya. There are 384 respondents have been taken for the purpose of conducting this research. Data obtained from the research are analyzed by applying the SPSS program of 13.0. The SPSS program was used for executing statistical technique analysis, namely Path Analysis.The Results of the research indicated that: similarity, parent brand reputation, perceived risk dan inovativeness significantly influenced consumer attitudes. Consumer attitudes significantly influenced consumer’s repeat purchase and the results also show that consumer attitudes as mediating variable in the relation between similarity, parent brand reputation, perceived risk and inovativeness with repeat purchase.Keywords: brand extension, consumer attitudes, repeat purchase, brand preference

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Perpustakaan > Jurnal
Depositing User: Ismi Putri Merdekawati
Date Deposited: 22 Aug 2019 08:43
Last Modified: 25 Sep 2019 06:54
URI: http://repository.stieyapan.ac.id/id/eprint/9

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