FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN TERHADAP BRAND EXTENSION

Abstract

The objective of this research is to analyze the effect of brand reputation, perceived similarity, perceived risk and consumer innovativeness on consumer attitude toward brand extension (study on Beng Beng Product in Jenderal Soedirman University). The type of research uses survey and questionnaire methods. The sampling technique in the study was conduct by purposive sampling method. Multiple regression analysis is used to determine the effect of independent variables (brand reputation, perceived similarity, perceived risk and consumer innovativeness) on consumer attitude toward brand extension as a dependent variable. Based on the results of the research that has been discussed, then a conclusion can be drawn as follow: brand reputation, perceived similarity, perceived risk and consumer innovativeness has a positive effect on consumer attitude toward brand extension.

Keyword : brand reputation, perceived similarity, perceived risk, consumer innovativeness, consumer attitude toward brand extension.