PENGARUH DUKUNGAN ENDORSER DAN BRAND FAMILIARITY TERHADAP PERCEPTION OF PURCHASE RISK DAN DAMPAKNYA PADA NIAT BELI PRODUK BRAND EXTENSION
ABSTRACT: At this time, the
firms faced tight competition. The firms expected to manage the resources
possessed to be able to win the competition. One method used to develop the
brand with the expansion of related or unrelated to the parent brand. This
strategy is done by utilizing the parent brand advertising campaign media. In
the advertising, usually raises the figure endorser such as a celebrityor not
to display the endorser with a familiar brand or unfamiliar brand. By looking
at the ads with display support different endorser and brands make different
consumer response to the perception of risk purchase that ultimately led to
purchase intention the product extension.
This study was conducted to investigate the effect of endorser support
and brand familiarity to perception of purchase risk and its impact on purchase
intention of brand extension products. This study tried to see the main effect
of the variables and its interactions
with the effect that using a factorial experimental design 2 (endorser support)
x 2 (brand familiarity) with between subject methods. Data were obtained from
120 respondents who are students of S1 Management Faculty of Economics and
Business, University of Airlangga.
The analysis showed that there were no significant difference from the
endorser support and there are significant differences from the brand
familiarity on perception of purchase risk and there is no interaction effect
between the endorser support and brand familiarity for reduces the perception
of risk perceived by consumers. Perception of risk purchase also significantly
influence consumer purchase intentions on the product brand extension.
Keywords: endorser, brand
familiarity, perception of purchase risk, purchase intention
Penulis: Lialutfi Mayangsari,
Y. Lilik Rudianto
Kode Jurnal: jpmanajemendd141311
