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Analisis Sensitivitas Respon Konsumen terhadap Perluasan Merek pada Produk Cimory di Semarang
| Content Provider | COnnecting REpositories (CORE) |
|---|---|
| Author | Arfan Bakhtiar yanto Sriyanto Wigi Kusuma Helaria Ardelia |
| Abstract | SENSITIVITY ANALYSIS OF CONSUMER RESPONSE TOWARD BRAND EXTENSION OF CIMORY PRODUCTS IN SEMARANG. Bakpao of cimory is the result of brand extension by PT. Cisarua Mountain Daily of old products, namely milk and yoghurt. This study aims to determine the level of sensitivity of the consumer response to the brand extension and to know the direction of consumer response to the brand extension done by cimory. Respondents in this study as many as 100. The method used is the Hierarchy of Effect where there are six stages in this method. The results showed the sensitivity value consumer response to the brand extension cimory of yogurt products to bakpao is 1.917. It shows the results that can be considered sensitive or significant. Changes in consumer response indicates a positive direction where the value is demonstrated by 8 as well as the stimulus itself which change results showed a value of 12. A positive value indicates that the brand extension to the product done by cimory bakpao got higher responses compared to yoghurt products |
| File Format | |
| Alternate Webpage(s) | https://core.ac.uk/display/132243620 |
| Language | Indonesian |
| Publisher Date | 2016-01-01 |
| Access Restriction | Open |
| Subject Keyword | sensitivitas perluasan merek respon Indonesia |
| Content Type | Text |
| Resource Type | Article |
