Open AccessPengaruh Persepsi Kualitas, Persepsi Kesesuaian, Persepsi Kesulitan Pada Sikap Konsumen Terhadap Brand Extention
Author(s) -
Elida Ningtyas Herlina,
Siti Khoiriyah
Publication year - 2010
Publication title -
jurnal manajemen teori dan terapan/jurnal manajemen teori dan terapan
Language(s) - English
Resource type - Journals
eISSN - 2548-2149
pISSN - 1979-3650
DOI - 10.20473/jmtt.v3i1.2390
Subject(s) - psychology , nonprobability sampling , dimension (graph theory) , advertising , social psychology , perceived quality , quality (philosophy) , mathematics , brand awareness , population , sociology , business , demography , philosophy , epistemology , pure mathematics
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