PENGARUH PERLUASAN MERK TERHADAP CITRA MERK PADA PRODUK-PRODUK PEPSODENT
ABSTRACT: The purpose of this
research is to examine the influence of brand extension to the brand image. The
research is motivated by the fact that product facing few failures in applying
brand extension. Exogenous variable in the research is brand extension with similarity,
reputation, perceived risk and innovation as the dimensions. Endogen variable
in this research is brand image with knowledge and fit to the brand as the
dimensions. Data consist of primary data that taken from questionnaires
distributed directly to respondents. Data are collected from one hundred
respondents that the consumer and user of the product. Data were tested using
Structural Equation Modelling (SEM). The result of the research showed that
brand extension has significant influence toward brand image.
Keywords: Brand extension,
similarity, reputation, perceived risk, innovation, brand image, knowledge and
fit to the brand
Penulis: AULIA DANIBRATA
Kode Jurnal: jpakuntansidd080037
