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Faktor-faktor yang Mempengaruhi Keberhasilan Perluasan Merek

Author

Listed:
  • Albari Albari
  • Herasari Yunita

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keberhasilan perluasan merek. Faktor-faktor yang diamati meliputi kemiripan produk, reputasi merek, persepsi resiko atau keinovatifan konsumen. Dalam penelitian ini evaluasi perluasan produk mengambil objek merek Lifebuoy.Pengumpulan data dilakukan terhadap 96 sampel dari mahasiswa Fakultas Ekonomi UII, dan dengan teknik pengambilan sampel secara convenience. Sedangkan data yang diperoleh diolah dengan menggunakan rata-rata hitung, analisis regresi linear dan koefisien determinan.Hasil pengujian menunjukkan bahwa reputasi merek mempunyai rata-rata nilai tertinggi, diikuti keinovatifan konsumen, persepsi resiko, dan kemiripan produk. Analisis juga menghasilkan baik secara simultan maupun parsial kemiripan produk, reputasi merek, persepsi resiko atau keinovatifan konsumen berpengaruh positif dan signifikan (a = 0,05) terhadap evaluasi perluasan merek. Pengaruh keempat variabel bebas tersebut adalah sebesar 57%.

Suggested Citation

  • Albari Albari & Herasari Yunita, 2009. "Faktor-faktor yang Mempengaruhi Keberhasilan Perluasan Merek," Jurnal Aplikasi Bisnis, Universitas Islam Indonesia, vol. 7(12), pages 1028-1041.
    • Handle: RePEc:uii:jabisf:v:7:y:2009:i:12:p:1028-1041:id:7521
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