Analisis asosiasi merek terhadap respon konsumen pada merek Hedonik dan merek Utilitarian
This study was intended to test the brand association to consumer response at hedonic brand and utilitarian brand. Especially on the effect of dimensions brand function (guarantee function, personal identification function, social identification function, and status function) to consumer response...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2006
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| _version_ | 1797026414813249536 |
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| author | Henryanto, ABAHARIS |
| author_facet | Henryanto, ABAHARIS |
| author_sort | Henryanto, ABAHARIS |
| collection | UGM |
| description | This study was intended to test the brand association to consumer response at
hedonic brand and utilitarian brand. Especially on the effect of dimensions brand function
(guarantee function, personal identification function, social identification function, and
status function) to consumer response (brand extension, recommendation and consumer
willingness to pay at price premium). The model of this research is firstly advanced by
Bele’n del Rio et al., (2001) in his article entitled “The effects of brand functions on
consumer response.”
The subjects of this study were193 students to hedonic brand and 197 students to
utilitarian brand who lived in Daerah Istimewa Yogyakarta (DIY). By using analysis
instrument of Structural Equation Modeling in AMOS 4.01 program.
The results of the analysis suggested on the hedonic brand had effects of dimensions
brand function to consumer response, especially on personal identification and social
identification. But on the utilitarian brand, from twelve hypotheses proposed were
unsupported in this study. |
| first_indexed | 2024-03-13T20:59:46Z |
| format | Thesis |
| id | oai:generic.eprints.org:69020 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T20:59:46Z |
| publishDate | 2006 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:690202016-04-18T07:31:14Z https://repository.ugm.ac.id/69020/ Analisis asosiasi merek terhadap respon konsumen pada merek Hedonik dan merek Utilitarian Henryanto, ABAHARIS Industrial Relations Innovation and Technology Management Consumer-Oriented Product or Service Development This study was intended to test the brand association to consumer response at hedonic brand and utilitarian brand. Especially on the effect of dimensions brand function (guarantee function, personal identification function, social identification function, and status function) to consumer response (brand extension, recommendation and consumer willingness to pay at price premium). The model of this research is firstly advanced by Bele’n del Rio et al., (2001) in his article entitled “The effects of brand functions on consumer response.” The subjects of this study were193 students to hedonic brand and 197 students to utilitarian brand who lived in Daerah Istimewa Yogyakarta (DIY). By using analysis instrument of Structural Equation Modeling in AMOS 4.01 program. The results of the analysis suggested on the hedonic brand had effects of dimensions brand function to consumer response, especially on personal identification and social identification. But on the utilitarian brand, from twelve hypotheses proposed were unsupported in this study. [Yogyakarta] : Universitas Gadjah Mada 2006 Thesis NonPeerReviewed Henryanto, ABAHARIS (2006) Analisis asosiasi merek terhadap respon konsumen pada merek Hedonik dan merek Utilitarian. Masters thesis, UGM. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=29885 |
| spellingShingle | Industrial Relations Innovation and Technology Management Consumer-Oriented Product or Service Development Henryanto, ABAHARIS Analisis asosiasi merek terhadap respon konsumen pada merek Hedonik dan merek Utilitarian |
| title | Analisis asosiasi merek terhadap respon konsumen pada merek Hedonik dan merek Utilitarian |
| title_full | Analisis asosiasi merek terhadap respon konsumen pada merek Hedonik dan merek Utilitarian |
| title_fullStr | Analisis asosiasi merek terhadap respon konsumen pada merek Hedonik dan merek Utilitarian |
| title_full_unstemmed | Analisis asosiasi merek terhadap respon konsumen pada merek Hedonik dan merek Utilitarian |
| title_short | Analisis asosiasi merek terhadap respon konsumen pada merek Hedonik dan merek Utilitarian |
| title_sort | analisis asosiasi merek terhadap respon konsumen pada merek hedonik dan merek utilitarian |
| topic | Industrial Relations Innovation and Technology Management Consumer-Oriented Product or Service Development |
| work_keys_str_mv | AT henryantoabaharis analisisasosiasimerekterhadapresponkonsumenpadamerekhedonikdanmerekutilitarian |