Pengaruh Similarity, Perceived Risk, Innovativeness dan Service Quality pada Sikap Konsumen terhadap Perluasan Merek Jasa (Studi pada Pelanggan BPU. Rosalia Indah )
Penulis Utama
:
Ardian Kusuma Putra
NIM / NIP
:
F0207039
×Penelitian ini bertujuan untuk menguji hubungan antara similarity dan attitudes towards brand extension, perceived risk dan attitudes towards brand extension, innovativeness dan attitudes towards brand extension, service quality dan attitudes towards brand extension.
Penelitian ini merupakan penelitian kausal dengan metode survey. Populasi yang digunakan adalah individu yang pernah menggunakan jasa BPU. Rosalia Indah dan berniat untuk menggunakan jasa Rosalia indah tour & travel. Sampel yang diambil sebanyak 200 responden menggunakan teknik purposive judgement sampling yang merupakan bagian dari metode non-random sampling. Hal ini dimaksudkan untuk menjamin keakuratan data yang diambil.
Hasil pengujian melalui Structural Equation Model (SEM), mengindikasi bahwa terdapat hubungan yang signifikan positif yaitu: similarity pada attitudes towards brand extension, perceived risk pada attitudes towards brand extension, innovativeness pada attitudes towards brand extension, service quality pada attitudes towards brand extension.
Hasil pengujian ini diharapkan dapat menjelaskan proses pembentukan attitudes towards brand extension. Hal ini juga memberikan pemahaman bagi pemasar terkait stimulus-stimulus yang disarankan untuk meningkatkan loyalitas attitudes towards brand extension. Implikasi terhadap studi lanjutan juga telah didiskusikan pada studi ini.
Kata kunci : similarity, perceived risk, innovativeness, service quality, attitudes towards brand extension
The purpose of this study are to investigate the relation between similarity and attitudes towards brand extension; perceived risk and attitudes towards brand extension; innovativeness and attitudes towards brand extension; and service quality and attitudes towards brand extension.
This study is causal research and employs survey method. The population used in this research were individual who had used BPU Rosalia Indah services and intended to use Rosalia Indah Tour and Travel service. Using purposive judgment sampling technique, a sample of 200 respondents was taken. This sampling technique is part of non-random sampling method. The use of this technique is to ensure the accuracy of the data.
The results through Structural Equation Model (SEM) examination indicates that there is significant positive relation that is: similarity in attitudes towards brand extension; perceived risk in attitudes towards brand extension; innovativeness in attitudes towards brand extension; and service quality in attitudes towards brand extension.
The result is expected to be able to give explanation about the process of forming attitudes towards brands extension. It also expected to give comprehension for marketers in relation to the suggested stimulus to increase the loyalty of attitudes toward brand extension. Implication for further study has been discussed in this study.
Keywords: similarity, perceived risk, innovativeness, service quality, attitudes towards brand extension.
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Penulis Utama
:
Ardian Kusuma Putra
Penulis Tambahan
:
-
NIM / NIP
:
F0207039
Tahun
:
2011
Judul
:
Pengaruh Similarity, Perceived Risk, Innovativeness dan Service Quality pada Sikap Konsumen terhadap Perluasan Merek Jasa (Studi pada Pelanggan BPU. Rosalia Indah )
Edisi
:
Imprint
:
Surakarta - F. Ekonomi - 2011
Program Studi
:
S-1 Manajemen
Kolasi
:
Sumber
:
UNS-F. Ekonomi Jur. Manajemen-F.0207039-2011
Kata Kunci
:
Jenis Dokumen
:
Skripsi
ISSN
:
ISBN
:
Link DOI / Jurnal
:
-
Status
:
Public
Pembimbing
:
1. Dr. Budhi Haryanto, MM.
Penguji
:
Catatan Umum
:
Fakultas
:
Fak. Ekonomi dan Bisnis
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File
:
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