PENGARUH CONSUMER PERCEPTION FIT DAN CORE BRAND ATTITUDE TERHADAP PURCHASE INTENTION PRODUK PERLUASAN MICROSOFT DI SURABAYA

Hanjaya, Albert Louis and Anandya, Dudi and Honantha, Christina Rahardja (2014) PENGARUH CONSUMER PERCEPTION FIT DAN CORE BRAND ATTITUDE TERHADAP PURCHASE INTENTION PRODUK PERLUASAN MICROSOFT DI SURABAYA. In: Proceeding The 11th UBAYA International Annual Symp osium on Management. Department of Management Faculty of Business and Economics Universitas Surabaya, Surabaya. ISBN 978-979-99365-8-5

[img]
Preview
PDF
Pengaruh Consumer Perception_2014.pdf

Download (1912Kb) | Preview

Abstract

This research testing the influence od core brand attitude and consumer perception fit on purchase intention toward extended product Microsoft in Surabaya. Samples of study were selected using non- probability sampling especially convenience sampling and use 160 sample size. For data processing this research use Structural Equation Modeling (SEM) with LISREL 8.7 software. Result of this research is brand awareness and brand preference have significant and positive effect on Microsoft core brand image. Use Experience and core brand image have significant positive effect on Microsoft core brand attitude. Product connection have significant and positive effect on consumer perception fit of Microsoft. Brand association has no effect on consumer perception fit of Microsoft. Consumer perception fit and core brand attitude have significant and positive effect on purchase intention toward extended product Microsoft

Item Type: Book Section
Uncontrolled Keywords: Core brand attitude, consumer perception fit, purchase intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Eko Setiawan 194014
Date Deposited: 01 Feb 2017 08:42
Last Modified: 01 Feb 2017 08:43
URI: http://repository.ubaya.ac.id/id/eprint/28835

Actions (login required)

View Item View Item