PENGARUH INVOLVEMENT, FAMILIARITY, BRAND LOYALTY DAN PRICE SENSITIVITY TERHADAP CONSUMER EVALUATION PADA PEMBELIAN PRODUK SUSU BUBUK
ABSTRACT: The main purpose of
the research is to examine the influence of involvement, familiarity, brand
loyalty and price sensitivity on consumer evaluation. Data was collected using
survey questionnaire distribution to 100 respondents. The respondent of the research
is people who buy Pediasure powder milk from Abbot Laboratories for their
children. Data were analyzed using mul-tiple regression analysis. The result
showed that there is significant influence of involvement, familiarity and
brand loyalty on consumer evaluation. The result also showed that price
sensitivity does not bring any effect on consumer evaluation. Price is not one
of the factor considerations for people in buying Pediasure powder milk.
Keywords: Involvement,
familiarity, brands, brand loyalty, price sensitivity and consumer evaluation
Penulis: VITA BRILIANA
Kode Jurnal: jpakuntansidd080038
