PENGARUH BRAND FAMILIARITY TERHADAP PURCHASE INTENTION MELALUI BRAND FIT PADA HOTEL INNA SIMPANG SURABAYA

  • Patricia Fransisca Thesman Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
Abstract Views: 314 times
PDF - FULL TEXT Downloads: 484 times
Keywords: Co-brand, Brand Familiarity, Brand Fit dan Purchase Intention

Abstract

Penelitian ini bertujuan untuk menguji pengaruh brand familiarity terhadap purchase intention, pengaruh brand fit terhadap purchase intention, dan brand familiarity terhadap purchase intention yang dimediasi oleh brand fit customer Hotel Inna Simpang Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dan jenis penelitian ini adalah penelitian kausal. Variabel yang digunakan dalam penelitian ini adalah brand familiarity, brand fit dan purchase intention. Jumlah sampel yang digunakan dalam penelitian ini adalah 194 sampel. Teknik analisis data yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan program SPSS versi 22 dan AMOS versi 21. Hasil dalam penelitian menunjukkan bahwa brand familiarity berpengaruh positif terhadap purchase intention. Brand fit berpengaruh positif terhadap purchase intention.Brand familiarity berpengaruh positif terhadap purchase intention yang dimediasi oleh brand fit Hotel Inna Simpang di Surabaya. 

Downloads

Download data is not yet available.

References

Alba, J.W. and Hutchinson, J.W. (1987), “Dimensions of consumer expertise”, Journal of Consumer Research, Vol. 13 No. 4, pp. 411-54.

Aaker, D.A. and Keller, K.L. (1990), “Consumer evaluations of brand extensions”, Journal of Marketing , Vol. 54, pp. 27-41.

Anselmsson, Johan (2007), “ Understandig price for grocery product: a conceptual model of customer-based brand equity”, Journal of Product & Brand Management, Vol 16 Iss 6 pp. 401-414.

Batra, R., Ramaswamy, V., Alden, D.L., Steenkamp, J.E.M. and Ramachander, S. (2000), „„Effects of brand local and nonlocal origin on consumer attitudes in developing countries, Journal of Consumer Psychology, Vol. 9 No. 2, pp. 83-95.

CNTA (2009), The Yearbook of China Tourism Statistics, China Travel and Tourism Press, Peking

Crandall, Rich (1972), "Field Extension of the Frequency-Affect Findings." Psychological Reports 31, 371-374.

Gjertsen, Dag., (2015), “Brand Extension: Influences of Perceived Fit and Communacation of Explanatory Links, Master Thesis

Hallam, G. and Baum, T. (1996), „„Contracting out food and beverage operations in hotels: a comparative study of practice in North America and the United Kingdom, International Journal of Hospitality Management, Vol. 15 No. 1, pp. 41-50.

Helmig, B., Huber, J-A. and Leeflang, P. (2007), “ Explaining Behavioural Intentions Toward Co-branded products”, Journal of Marketing Management, Vol 23 Nos ¾, pp. 285-304.

Keller, K.L. (2003), Startegic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd ed., Prentice Hall, New York, NY.

Khan, M. (2006), „„Co-branding in the restaurant industry, in Prideaux, B., Moscardo, G. and Laws, E.(Eds), Managing Tourism and Hospitality Services Theory and International Applications, Biddles, Kings Lynn.

Kotler, Philip dan Gary Amstrong. 2001. Principles of Marketing. Edisi Kesembilan. New Jersey: PT Prenhallindo

Kotler, Philip. 2003. Manajemen Pemasaran. Jilid Pertama. Edisi Milenium. Alih Bahasa: Hendra Teguh, S.E., AK dan Ronny A. Rusli, S.E., AK. Jakarta: PT Prenhallindo.

Lin, Yi-Chin.(2015), Evaluation of co-branded hotels in the Taiwanese market: the role of brand familiarity and brand fit, Journal of Contemporary Hospitality Management, Vol.25 Iss 3 pp.346-364.
Published
2018-03-01