PENGARUH PERSEPSI KUALITAS, PERSEPSI KESESUAIAN, PERSEPSI KESULITAN PADA SIKAP KONSUMEN TERHADAP BRAND EXTENTION
ABSTRACT: The aim of this
research is to examine the influence of the perceived quality, perceived fits,
and perceived difficulty to attitude toward brand extension. Using purposive
sampling method, 150 readers of a local newspaper and listeners of a news radio
at Surakarta were collected as respondents. Four hypotheses were tested using
moderated regression analysis. The results indicated that attitude toward brand
extension were affected by perceived fit (dimensions of transfer), perceived
difficulty, interaction between perceived qualityperceived fit (dimension of
substitute) and interaction between perceived quality-perceived fit (dimension
of complement). Perceived quality has not significant effect to attitude toward
brand extension
Key Words: Persepsi Kualitas, Persepsi Kesesuaian, Persepsi Kesulitan,
Sikap, Brand Extensions
Penulis: Elida Ningtyas
Herlina, Siti Khoiriyah
Kode Jurnal: jpmanajemendd100286
