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.

[img]
Preview
Text
Cover.pdf

Download (0B) | Preview
[img]
Preview
Text
Table_Of_Content.pdf

Download (0B) | Preview
[img]
Preview
Text
Chapter1.pdf

Download (0B) | Preview
[img] Text
Chapter2.pdf
Restricted to Repository staff only

Download (0B)
[img]
Preview
Text
Chapter3.pdf

Download (0B) | Preview
[img] Text
Chapter4.pdf
Restricted to Repository staff only

Download (0B)
[img]
Preview
Text
Chapter5.pdf

Download (0B) | Preview
[img]
Preview
Text
Bibliography.pdf

Download (0B) | Preview

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.

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Dr. Mohamad Rizan, SE, MM ; Pembimbing II: Agung Kresnamurti RP, ST, MM
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Layanan Kantor (Office Services)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Pabrik (Plant Manajemen)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Kontrol dan Kualitas (Control and Quality Management)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 30 Jan 2018 03:25
Last Modified: 30 Jan 2018 03:25
URI: http://repository.fe.unj.ac.id/id/eprint/2851

Actions (login required)

View Item View Item