THE INFLUENCE OF BRAND OFFERING AND BRAND EVALUATION ON CONSUMER PREFERENCE FOR LA REIA AND HARVEST IN SURABAYA AREA

Fransisca Fransisca

Fransisca Fransisca Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya

Abstract Views: 77 times

PDF - FULL TEXT Downloads: 142 times

Keywords: brand evaluation, brand offering, brand preference, cyber brands, extension brands

Abstract

This research done to helps to explain non-price antecedents of consumer preference for cyber which is La Reia and extension brands which is Harvest that can influence on consumer preferences in Surabaya. Another objective of this research is to explore more about the relationship between brand offering, internet shopping experience, brand character, brand familiarity, brand evaluation, and brand for La Reia and Harvest Cake in Surabaya. This research is a quantitative research, and causal type research. In this research, the data was processed through Structural Equation Modelling (SEM) by using LISREL. This research uses sample characteristics which consumer who ever purchase in La Reia and Harvest Cake Surabaya through the website or social media minimum twice. The data is a primary data which obtained from the questionnaires which was distributed to 150 respondents. This research result indicated that Non-price antecedents have a significant influence towards consumer preference such as offering and evaluation of a web brands for La Reia and Harvest in Surabaya.

Downloads

Download data is not yet available.

References

Aaker, D. A., 1996, Building Strong Brands. New York: Free Press

Alba, Joseph W, and J. Wesley Hutchinson, 1987, Dimensions of Consumer Expertise, Journal of Consumer Research, 13 (March), 411-454

Alba, J., Lynch, J., Weitz, B. and Janiszewski, C., 1997, „Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces‟, Journal of Marketing, 61(3), 38-53

Ancarani, F., & Shankar, V., 2004, Price Levels and Price Dispersion Within and Across Multiple Retailer Types: Further Evidence and Extension. Journal of the Academy of Marketing Science, 32(2), 176–187.

Arbuckle, J.L. (1997). Amos users' guide; version 3.6. Chicago, IL: SmallWaters Corporation.

Bhatnagar, A., Misra, S., & Rao, H.R., 2000, On Risk, Convenience, and Internet Shopping Behavior. Association for Computing Machinery. Communications of the ACM, 43(11), 98–110.

Burke, R.R. (2002). „Technology and the customer interface: What consumers want in the physical and virtual store?‟ Journal of the Academy of Marketing Science, 30(4), 411-432.

Byrne, B.M. (1998). Structural equation modelling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications and programming. Mahwah, New Jersey: Lawrence Erlbaum Associates.

Diamantopoulos, A. and Siguaw, J.A. (2000), Introducing LISREL. London: Sage Publications

Eastlick, M. A., & Lotz, S., 1999, Profiling Potential Adopters and Non- Adopters of an Interactive Electronic Shopping Medium. International Journal of Retail and Distribution Management, 27, 209–223

Ferdinand, A., Structural Equation Modelling dalam Penelitian Manajemen: Aplikasi Model – Model Rumit dalam Penelitian untuk Tesis Magister, Program Magister Manajemen Universitas Diponegoro

Garretson, J. A., & Burton, S. (1998). Alcoholic Beverage Sales Promotion: An Initial Investigation of the Role of Warning Messages and Brand Characters Among Consumers Over and Under the Legal Drinking Age. Journal of Public Policy & Marketing, 17(1), 35–47.

Grayson, Kent., 2001, Interrater Reliability. Journal of Consumer Psychology, 71 – 72

Hair, J. F., Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate Data Analysis. New Jersey:Prentice-Hall

Hoek, J., Dunnett, J., Wright, M., & Gendall, P., 2000, Descriptive and Evaluative Attributes: What Relevance to Marketers? Journal of Product & Brand Management, 9(6), 415–435