PENGARUH PENGETAHUAN MEREK, PERSEPSI KUALITAS DAN INOVASI KONSUMEN TERHADAP SIKAP PADA PERLUASAN MEREK DETTOL DAN LIFEBUOY DI TIP TOP RAWAMANGUN
ABSTRACT: The purpose of the
research are to describe brand knowledge,
perceived quality and consumer innovativeness tow ard brand extension
attitude, to test the influence of
brand knowledge to ward
brand extension attitude,
to test the influence
of perceived quality
tow ard brand extension
attitude, to test
the influence of consumer innovativeness tow ard brand extension
attitude, to test the influence of
brand knowledge, perceived
quality and consumer
innovati veness toward brand extension
attitude simultaneously. The
methods of resea rch
are descriptive and causal,
with regression analysis
and testing with
SPSS software.The sample of the research is Tip Top
Rawamangun’s customers who use
Dettol but had been used Lifebuoy
Previously. The results of the t test
shows brand knowledge significantly influence
brand extension attitude on Dettol
and Lifebuoy. Perceived quality
significantly influence brand
extension attitude on Dettol
and Lifebuoy. Consumer
innovativeness significantly influence
brand extension attitude on
Dettol and Lifebuoy.
The results of
F test forDettol
and Lifebuoy indicates brand
knowledge, perceived quality
and consumer innovativeness
simultanously influence brand extension attitude.
Penulis: Mohamad Rizan
Kode Jurnal: jpmanajemendd140811
