Title: Analysis of Brand Extension Strategy and Its Influence on Brand Image and Repurchase Behavior (Customer Study of PT. Askrindo Syariah Financing Guarantee in East Java)
Author: BITUS LUCKMAN HAKIM
Item Type: Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The purpose of this study is to analyze the influence of parent brand image on perceived fit, extension attitude, and repurchase behavior of extension brand, analyze the influence of perceived fit on each extension attitude and extension brand image, analyze the influence of extension attitude on each extension brand image and repurchase behavior of extension brand, and analyze the influence of extension brand image on repurchase behavior of extension brand. The research population is marketing managers, financing managers, and Heads of Islamic Bank Branch Offices in East Java who have become customers of financing guarantee products at PT. Askrindo Syariah Financing Guarantee, with a sample of 144 respondents. The analysis technique uses Partial Least Square with the help of SmartPLS 2 software. The results of the study indicate that there is a significant influence between the variables of parent brand image, perceived fit, extension attitude, extension brand image, and repurchase behavior of extension brand. The insignificant influence only occurs in the relationship between parent brand image and repurchase behavior of extension brand, which is caused by customers in deciding to use the extension brand (Askrindo Syariah) paying more attention to their previous experience using the extension brand, not paying attention to their experience when using Askrindo as the parent brand. Keywords: parent brand image, perceived fit, extension attitude, extension brand image, repurchase behavior of extension brand, Askrindo Syariah.
Keywords: parent brand image, perceived fit, extension attitude, extension brand image, repurchase behavior extension brand, Askrindo Syariah.