PENGARUH BRAND AWARENESS, BRAND IMAGE, DAN BRAND LOYALTY, TERHADAP PARENT BRAND “TOP COFFEE” DI SURABAYA DENGAN BRAND EXTENSTION SEBAGAI VARIABEL INTERVENING
ABSTRACT: The expansion of the
brand (brand extension) is a situation where a company to use an existing brand
to launch a product in a new category. Several things can affect the expansion
of the brand is brand awareness, brand image, and brand loyalty. The research
aims to know the influence of brand awareness, brand image, and brand loyalty,
to the parent brand "top coffee" in surabaya with brand extension as
intervening variable.
In this study used is the conclusive research on the study of
experimental or causal research. Sampling-taking techniques used are non
probability sampling. The type of method used is the purposive sampling. The
sample used was 200 Top Coffee consumer in Surabaya. Data were collected using
a questionnaire. The technique used is the analysis of structural equation
modeling with Lisrel program assistance. The results of this analysis indicate
that brand awareness, brand image and brand loyalty effect directly against the
brand extention, and indirectly to the parent brand using the brand extention
as intervening variable. In addition, the study found that the brand extention
effect on parent brand.
Penulis: DAVID SANTOSO
Kode Jurnal: jpmanajemendd130713
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