PENGARUH STRATEGI BRAND EXTENSION TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ACER DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Pengunjung WTC dan Marina Plaza di Surabaya)

DIMAS RISANG TEGAR PAMBANGUN

Abstract


This study aims to examine and analyze the influence of Brand Extension on Purchase Decision through Brand Image (study on visitor in the Plaza Marina and WTC Mall Surabaya).This type of research is a conclusive research studies. The study is quantitatively analyzed using probability sampling technique by using SEM analysis method. This study used a sample of 200 respondents. The results showed that there are significant direct effect brand extension on brand image and brand image on purchase decision. But, there is no a significant direct effect brand extension on purchase decision. 


 


Keywords: Brand Extension, Purchase Decision, Brand Image


Full Text: PDF

Refbacks

  • There are currently no refbacks.


Google Scholar Citation Analysis

Export Date: 15 Oktober 2019

Citations: 1562

h-index: 18

i10-index: 42

  

View My Stats

Tools:

Plagiarism:

 

Jurnal Ilmu Manajemen (JIM) terindeks oleh:

 

Alamat Redaksi:

Gedung G1 lt. 2 Ruang Jurnal Manajemen

Fakultas Ekonomi

Universitas Negeri Surabaya

Kampus Ketintang Surabaya 60231

Telp. (031) 8285362/8299945 Fax. (031) 8293416

homepage: https://jurnalmahasiswa.unesa.ac.id/index.php/jim/index

email: jim@unesa.ac.id

Jurnal Ilmu Manajemen (JIM)  

is licensed under a Creative Commons: Attribution-NonCommercial 4.0 International