Analisis Faktor yang Mempengaruhi Core Brand Attitude dan Consumer Perceptional Fit serta Implikasinya Terhadap Purchase Intention Toward Extended Product Smartphone Sharp Aquos Zero 2

⭐ Aprilio, Agauta (2021) Analisis Faktor yang Mempengaruhi Core Brand Attitude dan Consumer Perceptional Fit serta Implikasinya Terhadap Purchase Intention Toward Extended Product Smartphone Sharp Aquos Zero 2. Bachelor Thesis, Universitas Multimedia Nusantara.

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Abstract

Pada era digital saat ini penggunaa smartphone di Indonesia semakin meningkat, terlebih lagi situasi pandemi yang menyebabkan banyak aktivitas masyarakat harus dilakukan secara online untuk mencegah penyebaran virus Covid-19. Banyak cara yang dapat dilakukan perusahaan untuk menanggapi pandemi ini, salah satunya adalah melakukan brand extension. Sharp yang merupakan brand produk elektronik dari Jepang belum lama mengeluarkan produk smartphone bernama Sharp Aquos Zero 2. Oleh karena itu peneliti ingin mengetahui apakah core brand image, use experience, brand association, product connection, core brand attitude, dan consumer perceptional fit, memiliki pengaruh terhadap purchase intention toward extended product smartphone Sharp Aquos Zero 2 Metode penelitian yang digunakan adalah kuantitatif yang dilakukan dengan cara menyebarkan kuesioner secara online kepada calon responden yang memiliki kriteria remaja berusia diatas 17 tahun dan mengetahui produk elektronik Sharp, pernah memiliki produknya, pernah melihat review Sharp Aquos Zero 2 namun belum pernah membeli produk tersebut. Ada 6 hipotesis pada penelitian ini yang kemudian dianalisis menggunakan metode structural equation model (SEM). Hasil dari penelitian menunjukan adanya hubungann positif antara core brand image, use experience, brand association, product connection, core brand attitude, consumer perceptional fi dan purchase intention toward extended product smartphone. Namun hasil penelitian juga menunjukan variabel core brand image dan use experience tidak memiliki pengaruh terhadap core brand attitude.

Item Type:	Thesis (Bachelor Thesis)
Creators:	Aprilio, Agauta (00000020064)
Contributors:	Arinto, Boby
Keywords:	core brand image, use experience, brand association, product connection, core brand attitude, consumer perceptional fit, purchase intention toward extended product
Subjects:	300 Social Sciences > 330 Economics > 338 Production (Agriculture, Business Enterprise, Extraction of Minerals, General Production) > 338.01 Factors of Production 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
Sustainable Development Goals:	Goal 08. Promote sustained, inclusive and sustainable economic growth, full and productive employment and work for all Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Business > Management
Date Deposited:	24 Aug 2021 14:46
URI:	https://kc.umn.ac.id/id/eprint/16907

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