PENGARUH PENGETAHUAN MEREK, PERSEPSI KUALITAS DAN INOVASI KONSUMEN TERHADAP SIKAP PADA PERLUASAN MEREK DETTOL DAN LIFEBUOY DI TIP TOP RAWAMANGUN

FITRI, WITA NURANINDYA (2014) PENGARUH PENGETAHUAN MEREK, PERSEPSI KUALITAS DAN INOVASI KONSUMEN TERHADAP SIKAP PADA PERLUASAN MEREK DETTOL DAN LIFEBUOY DI TIP TOP RAWAMANGUN. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Wita Nuranindya Fitri, 2014; The Influence of Brand Knowledge, Perceived Quality and Consumer Innovativeness toward Brand Extension Attitude For Dettol and Lifebuoy at Tip Top Rawamangun. Thesis, Jakarta: Marketing Management, Management, Faculty of Ecomonomics, Universitas Negeri Jakarta. Advisory : Dr. Mohamad Rizan. &Agung Kresnamurti, ST., MM. The purpose of the research are to describe brand knowledge, perceived quality and consumer innovativeness toward brand extension attitude, to test the influence of brand knowledge toward brand extension attitude, to test the influence of perceived quality toward brand extension attitude, to test the influence of consumer innovativeness toward brand extension attitude, to test the influence of brand knowledge, perceived quality and consumer innovativeness toward brand extension attitude simultaneously. The methods of research are descriptive and causal, with regression analysis and testing with SPSS 21 software.The sample of the research is 100 Tip Top Rawamangun’s customers who use Dettol but had been used Lifebuoy Previously. The results of the t test shows brand knowledge significantly influence brand extension attitude on Dettol and Lifebuoy with koeficient of determination for Dettol 38.3% and Lifebuoy 41.8%. Perceived quality significantly influence brand extension attitude on Dettol and Lifebuoy with koeficient of determination for Dettol 56.5% and Lifebuoy 51.3%. Consumer innovativeness significantly influence brand extension attitude on Dettol and Lifebuoy with the koeficient of determination for Dettol 56.3% and Lifebuoy 36.4%. The results of F test forDettol and Lifebuoy indicates brand knowledge, perceived quality and consumer innovativeness simultanously influence brand extension attitude with koeficient of determination for Dettol 73.5% and Lifebuoy 62.6%. Keywords: Brand knowledge, perceived quality, consumer innovativeness, brand extension attitude.

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