Pengaruh persepsi kualitas produk dalam iklan merek induk dan kredibilitas perusahaan terhadap minat beli pada merek ekstensi dengan persepsi kualitas pada merek ekstensi sebagai pemediasi (Studi Kasus Merek Pepsodent Pada Mahasiswa S1 Non Reguler FE UNS)

Penulis Utama : Cahyono Sri Hartoyo
NIM / NIP : F1204007
× ABSTRACT Giving a brand become necessary problem in product strategy and to be necessary part in marketing. Effort of new product development with brand that only so much up to now more expensive and not assure of the success. One of strategy that can do are with doing brand extention. Brand extention can earn effect of extention brand to parent brand that increase or decrease of equity from parent brand. Brand extention are one of important decision in the company so decision taker need to be focus of himself how to create and increase the success opportunity of brand extention mentioned. The aim of this research are to identified the factors that influence quality perception of extention brand with this influence about buy interest of extention brand. This research is a causal research with survey methods. The research populations are all college student in Economics Faculty UNS who used toopaste Pepsodent. The samples were taken 128 people. The sampling techniques that used in this research are nonprobability purposive sampling. The analysis method that used in this research is Structural Equation Modelling (SEM). The hypothesis test used AMOS version 6.01 to analyzed causality correlation in structural model which suggested. In this research that are getting result of product quality perception and corporate credibility positive influential about quality perception of extention brand. And then quality perception of extention brand positive influential about buy interest at extention brand. Keyword: product quality perception in parent brand advertisement, corporate credibility, quality perception at extention brand, buy interest of product of extention brand
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Penulis Utama : Cahyono Sri Hartoyo
Penulis Tambahan : -
NIM / NIP : F1204007
Tahun : 2009
Judul : Pengaruh persepsi kualitas produk dalam iklan merek induk dan kredibilitas perusahaan terhadap minat beli pada merek ekstensi dengan persepsi kualitas pada merek ekstensi sebagai pemediasi (Studi Kasus Merek Pepsodent Pada Mahasiswa S1 Non Reguler FE UNS)
Edisi :
Imprint : Surakarta - F. Ekonomi - 2009
Program Studi : S-1 Manajemen Non Reguler
Kolasi :
Sumber : UNS-F. Ekonomi Jur. Manajemen-F.1204007-2009
Kata Kunci :
Jenis Dokumen : Skripsi
ISSN :
ISBN :
Link DOI / Jurnal : -
Status : Public
Pembimbing : 1. Drs. M. Amien Gunadi, MP
Penguji :
Catatan Umum : 1936/2009
Fakultas : Fak. Ekonomi dan Bisnis
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