PENGARUH KESADARAN MEREK, KESAN KUALITAS DAN ASOSIASI MEREK TERHADAP PENERIMAAN PERLUASAN MEREK DETTOL MELALUILOYALITAS MEREK
Abstract: This study aims to
analyze and discuss the effects of brand awarenes, percieved
of quality andbrand
associations on brand extension acceptance
with brand loyalty
as the intervening
variabel. The type of this research is quantitative. The sampling
technique that used was accidental
sampling with sample size of 165
respondents. Data analysis techniques
using PASW Statistics
18 software and AMOS 21. Result of the research shows
that significant effect betwen Brand
awareness, percieved of
quality and brand
associations on brand loyalty.Brand
awareness, percieved of
quality and brand associations on
brand extension acceptance.Brand loyalty
on brand extension acceptanceand
brand awareness, percieved of quality and brand
associationson brand extension
acceptancewith brand loyalty as
the intervening variabelin
product of company
Reckitt Benckiser Indonesia (RBI)
with their superior brand : Dettol.
Keywords: brand
awareness, percieved of
quality, brand associations, brand
loyalty and brand
extension acceptance
Penulis: EGGIE WIJAYA PUTRA, WIDYASTUTI
Kode Jurnal: jpmanajemendd141047
