CONSUMER EVALUATION RELATED TO SIMILIARITY, BRAND REPUTATION, PERCIVED RISK, AND CUSTOMER INNOVATIVENESS ON BRAND EXTENSION OF THE LION AIR GROUP
Keywords:
Similiarity, Brand Reputation, Perceived Risk, Customer Innovativeness, Brand Extension, Lion Air Group
Abstract
This study examines the influence of consumer evaluations regarding similiarity, brand reputation, perceived risk, and customer innovativeness on the brand extension of the Lion Air Group. The population studied is all people who use airlines which are brand extensions of the Lion Air Group, which consists of Lion Air, Wings Air, Batik Air, and Super Air Jet. The sample used in this study was 250 respondents. The hypothesis was tested using multiple regression. The regression results show that consumer evaluations regarding similiarity and customer innovativeness have proven to have a significant effect on the brand extension of the Lion Air Group. Meanwhile, consumer evaluations regarding brand reputation and perceived risk have not been shown to significantly influence the brand extension of the Lion Air Group.
References
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Pratama , T. (2014). PENGARUH FAKTOR-FAKTOR EVALUASI KONSUMEN TERHADAP PELEBARAN MEREK NIKE. Jurnal Ekonomi Manajemen, 1-15.
Purwati, Y., & Wibowo, E. (2012). ANALISIS FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN TERHADAP BRAND EXTENSION MEREK SEDAAP. Jurnal Universitas Paramadina Vol. 9 No. 3, 534-547.
Rizan , M., Kresnamurti, A., & Fitri, W. N. (2014). PENGARUH PENGETAHUAN MEREK, PERSEPSI KUALITAS DAN INOVASI KONSUMEN TERHADAP SIKAP PADA PERLUASAN MEREK DETTOL DAN LIFEBUOY DI TIP TOP RAWAMANGUN. Jurnal Riset Manajemen Sains Indonesia (JRMSI) | Vol. 5, No. 2, 280-303.
Sari, B. J. (2015, Maret 12). metode pengambilan sampling. Retrieved from BIMA JUNITA SARI: http://bimajunita.blogspot.com/2015/03/makalah-sampling.html#
Soomro, Y., Abbas, S., Hameed, I., & Shakoor, R. (2013). CONSUMER EVALUATION OF BRAND EXTENSION: PAKISTANI CONTEXT. African Journal of Business Management Vol. 7(35), 3643-3655.
Soudikar , A. (2015). A STUDY ON EVALUATION OF CONSUMERS ON SERVICE BRAND EXTENSIONS. RJEBS: Volume: 05, Number: 01.
Utami , F. R., & Sukresna, I. M. (2019). ANALISIS PENGARUH SIKAP PADA PERLUASAN MEREK TERHADAP MINAT BELI PRODUK SIKAT GIGI PEPSODENT DI KOTA SEMARANG. DIPONEGORO JOURNAL OF MANAGEMENT Volume 8, Nomor 1, 1-11
Omar , N. A., & Ullah , N. (2018). EXAMINING THE EFFECT OF CREDENCE AND PERSONAL FACTORS ON BRAND EXTENSION EVALUATION. Malaysia Indonesia International Conference on Economics, Management and Accounting (MIICEMA) Vol 19 No.19.
Shrestha, S. K. (2019). CONSUMER PERCEPTION TOWARDS BRAND EXTENSION. Journal of Interdisciplinary Studies Vol. 5 Issue No.1 .
Yuniar, K. A., Hakim, L., & Ciptono, W. S. (2012). ANALISIS SIKAP KONSUMEN TERHADAP PERLUASAN MEREK PRENAGEN. Jurnal Manajemen dan Pelayanan Farmasi Volume 2 Nomor 4, 239-244.
Alwi, I. (2012). KRITERIA EMPIRIK DALAM MENENTUKAN UKURAN SAMPEL PADA PENGUJIAN HIPOTESIS STATISTIKA DAN ANALISIS BUTIR. Jurnal Formatif, 140-148.
Beura, D. (2016). FMCG brand extensions strategy and consumer buying behavior – An empirical study in Odisha region. International Journal on Recent and Innovation Trends in Computing and Communication Volume: 4 Issue: 5, 443-453.
Evangeline , S. J., & Ragel , V. R. (2015). INFLUENCING FACTORS ON CONSUMER ACCEPTABILITY OF BRAND EXTENSION: A STUDY ON KIST’S BRAND EXTENSION. International Conference on Business Management Vol 12 7th and 8th.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate Data Analysis (7th ed.). Pearson Education Limited.
Halim, M. (2022, January 27). PENENTUAN JUMLAH SAMPEL (SAMPLE SIZE) IDEAL DALAM METODE COVARIANCE-BASED STRUCTURAL EQUATION MODELING (CB-SEM). Retrieved from MUHAMMADHALIM22: https://muhammadhalim22.wordpress.com/2020/01/27/penentuan-jumlah-sampel-sample-size-dalam-metode-covariance-based-structural-equation-modeling-cb-sem/
Imtiaz, S., Ali, J., Kim , C., & Ahn, H. S. (2016). AN EMPIRICAL INVESTIGATION OF THE FACTORS INFLUENCING THE BRAND EXTENSION OF LIFEBUOY. International Journal of Information Communication Technology and Digital Convergence Vol. 1, No. 2.
Javed, S., Rashidin, S., & Jian, W. (2018). WHAT REALLY MATTERS? A TRIUMPH OF BRAND EXTENSION: EVIDENCE FROM ENGRO CORPORATION. Journal of Politics, Economy and Management (JOPEM) Volume 1, Issue 2.
Joshi , R., & Yadav , R. (2017). EVALUATING THE FEEDBACK EFFECTS OF BRAND EXTENSION ON PARENT BRAND EQUITY: A STUDY ON INDIAN FMCG INDUSTRY. The Journal of Business Perspective No.21(vol.3), 1–9 .
Junaedi, A. E., & Sukoco, B. M. (2017). PENGARUH PERSEPSI KEMIRIPAN, KONSEP MEREK DAN PESAN IKLAN TERHADAP RESPON KONSUMEN DALAM MENGEVALUASI PERLUASAN MEREK. Jurnal Ekonomi dan Bisnis Airlangga Volume 27, No.2, , 254-270.
Kurniasih, R., & Suhartomo, B. (2019). FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN TERHADAP BRAND EXTENSION. Journal & Proceeding (SCA-9) FEB UNSOED Vol. 9 No. 1, 384-395.
Kurniawan, A. (2014, Maret 28). Double Sampling (Two Phase Sampling). Retrieved from have a nice sampling: https://adhikurnia.wordpress.com/2014/03/28/double-sampling-two-phase-sampling/
Lion Air Group. (2022, July 5). Retrieved from Wikipedia ensiklopedia bebas: https://id.wikipedia.org/wiki/Lion_Air_Group
Magazine, S. O. (n.d.). Swa.co.id. Retrieved from Business Update: https://swa.co.id/swa/business-update/alasan-yang-membuat-lion-air-jadi-maskapai-terfavorit-di-indonesia
Mahindarathne, Wanigasekara, & Weyhenage. (2012). CONSUMER EVALUATION OF BRAND EXTENSION WITH REFERENCE ON CIC BRAND. Proceedings o f the Research Symposium of UWU .
Masruroh, S. (2018). PENGARUH EVALUASI KONSUMEN ATAS PERLUASAN MEREK TERHADAP NIAT MELAKUKAN PEMBELIAN ULANG MELALUI SIKAP KONSUMEN PADA PRODUK MARGARIN FILMA DI SURABAYA. Jurnal Bisnis dan Perkembangan Bisnis Vol. 2 N0. 2.
Patel, B., Mandal, P., & Joshi, N. (2014). How Consumer Evaluate Brand and Its Extension? International Journal of Humanities, Education Technology and Management Volume 3,Issue 1 , 32-51.
Prajapati, K., & Bhatt, V. (2019). A STUDY ON PERCEPTION OF BRAND EXTENSION BY FMCG CONSUMER IN AHMEDABAD. Research Journal of Humanities and Social Sciences. Vol 10 (No.3).
Pratama , T. (2014). PENGARUH FAKTOR-FAKTOR EVALUASI KONSUMEN TERHADAP PELEBARAN MEREK NIKE. Jurnal Ekonomi Manajemen, 1-15.
Purwati, Y., & Wibowo, E. (2012). ANALISIS FAKTOR YANG MEMPENGARUHI SIKAP KONSUMEN TERHADAP BRAND EXTENSION MEREK SEDAAP. Jurnal Universitas Paramadina Vol. 9 No. 3, 534-547.
Rizan , M., Kresnamurti, A., & Fitri, W. N. (2014). PENGARUH PENGETAHUAN MEREK, PERSEPSI KUALITAS DAN INOVASI KONSUMEN TERHADAP SIKAP PADA PERLUASAN MEREK DETTOL DAN LIFEBUOY DI TIP TOP RAWAMANGUN. Jurnal Riset Manajemen Sains Indonesia (JRMSI) | Vol. 5, No. 2, 280-303.
Sari, B. J. (2015, Maret 12). metode pengambilan sampling. Retrieved from BIMA JUNITA SARI: http://bimajunita.blogspot.com/2015/03/makalah-sampling.html#
Soomro, Y., Abbas, S., Hameed, I., & Shakoor, R. (2013). CONSUMER EVALUATION OF BRAND EXTENSION: PAKISTANI CONTEXT. African Journal of Business Management Vol. 7(35), 3643-3655.
Soudikar , A. (2015). A STUDY ON EVALUATION OF CONSUMERS ON SERVICE BRAND EXTENSIONS. RJEBS: Volume: 05, Number: 01.
Utami , F. R., & Sukresna, I. M. (2019). ANALISIS PENGARUH SIKAP PADA PERLUASAN MEREK TERHADAP MINAT BELI PRODUK SIKAT GIGI PEPSODENT DI KOTA SEMARANG. DIPONEGORO JOURNAL OF MANAGEMENT Volume 8, Nomor 1, 1-11
Published
2023-07-16
How to Cite
Thomas Aquinas Radito, Kunto Wibisono, Dewi Puspitasari, & Anwar Azmi Hidayatullah. (2023). CONSUMER EVALUATION RELATED TO SIMILIARITY, BRAND REPUTATION, PERCIVED RISK, AND CUSTOMER INNOVATIVENESS ON BRAND EXTENSION OF THE LION AIR GROUP. Asian Journal of Management, Entrepreneurship and Social Science, 3(03), 773-792. Retrieved from https://mail.ajmesc.com/index.php/ajmesc/article/view/393
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