Analisis Faktor-Faktor yang Mempengaruhi Sikap Konsumen terhadap Brand Extension Merek Sedaap

Abstract

Kondisi persaingan yang semain ketat membuat perusahaan semakin menyadari arti merek bagi kesuksesan sebuah produk. Brand extension menjadi strategi merek yang dinilai lebih efektif dan lebih efisien. Penelitian terdahulu mayoritas meneliti produk market leader sebagai obyek penelitian mereka, saat ini dapat ditemui di pasar beberapa merek yang bukan market leader juga melakukan startegi brand extension ketika meluncurkan produk baru mereka. Penelitian ini bertujuan untuk mengetahui sikap konsumen terhadap brand extension yang dilakukan produk market follower. Yaitu dengan megukur pengaruh reputasi merek, similarity, consumer innovativeness dan perceived risk terhadap sikap konsumen akan brand extension. Dalam penelitian ini menggunakan obyek merek Sedaap yang merupakan market follower dari Indomie. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Sampel yang digunakan dalam penelitian ini adalah 200 responden dan di olah menggunakan alat analisis regresi berganda. Adapun kriteria sampel dalam peneltian ini adalah konsumen yang minimal telah mengkonsumsi Mie Sedaap dan produk perluasanya sebanyak 2 kali dalam 6 bulan terakhir dan konsumen yang berusia minimal 15 tahun. Secara parsial reputasi merek, similarity, consumer innovativeness dan perceived risk berpengaruh postif terhadap brand extension yang dilakukan merek Sedaap di Salatiga. Variabel consumer innovativeness tidak berpengaruh signifikan terhadap brand extension, hal ini mungkin disebabkan produk mie dan kecap Sedaap produk low involvement

The increasingly tight competition has led companies to be aware of their brand meaning for a product successfulness. Brand extension becomes a brand strategy which was evaluated as more effective and efficient. Most of previous studies examined about a market leader product as their research object, which now can be encountered in the market that several brands no longer considered market had performed brand extension strategy at the time of launching their latest products. This study had an objective to figure out the customer attitude toward brand extension implemented by market product follower. It was carried by measuring influence reputation, similarity, innovativeness, and perceived risk on customer attitude toward brand extension. This recent study used the Sedaap brand object which considered as the market follower of Indomie. The Sampling technique was purposive sampling. For the sample was 200 respondents and was processed by using multiple regression analysis. As the sample criteria was customers who at least have consumed noodle Sedaap and its extended products as many as 2 times in recent 6 months as well as customers who are at least 15 years in age. Partially, variables of reputation, similarity, innovativeness, and perceived risk had positive influence on the brand extension done for Sedaap brand in Salatiga. The most influential variable on brand extension was similarity. Meanwhile, consumer innovativeness variable does not have significant influence to attitude toward brand extension, which could be due to the involvement of Sedaap's noodle and ketchup products.