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: BAITUS 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 research is to analyze the influence of each parent brand image on perceived fit, extension attitude, and repurchase behavior of brand extensions, analyze the influence of perceived fit on each extension attitude and extension brand image, analyze the influence of each extension attitude on extension brand image and brand extension repurchase behavior, as well as analyzing the influence of brand image extensions on brand extension repurchase behavior. The research population is marketing managers, financing managers, and Heads of Sharia Bank Branch Offices in East Java who have become customers of financing guarantee products at PT. Askrindo Syariah Financing Guarantee, with a sample size of 144 respondents. The analysis technique uses Partial Least Square with the help of SmartPLS 2 software. The research results show that there is a significant influence between the variables parent brand image, perceived fit, extension attitude, extension brand image, and repurchase behavior extension brand. An insignificant influence only occurs in the relationship between parent brand image and repurchase behavior of brand extensions, which is because customers in deciding to use the extension brand (Askrindo Syariah) pay 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 extension brand, Askrindo Syariah.
Keywords: parent brand image, perceived fit, extension attitude, extension brand image, repurchase behavior extension brand, Askrindo Syariah.
