ANALISIS SENSITIVITAS RESPON KONSUMEN PADA PERLUASAN MEREK (BRAND EXTENSION) NATASHA SKIN CARE DAN HAIR CARE DI PT. PESONA NATASHA GEMILANG
KOTA SUKABUMI
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Institusion
Universitas Muhammadiyah Sukabumi
Author
Anhari, Wildy Nur
Subject
H Social Sciences (General)
Datestamp
2018-09-27 08:19:48
Abstract :
PT. Pesona Natasha Gemilanh has expanded brand from Natasha Skin Care then launch a new product Natasha Hair Care in the end 2015. The effect of brand extension is that there is lack of customer response sensitivity on Hair Care brand extension. The reseach aims at knowing how much customer sensitivity on brand extension Natasha Skin Care and Hair Care in Sukabumi and knowing customer respon direction to negative or positive. The reseach method apllies descriptive with hierarchy off effect model. Data use primary data and seconde data. Primary data is obtained by giving questioner to 99 respondents with the measurement use likert scale and is processed result shows customer respon sensitivity on brand extension from Natasha Skin Care an Hair Care is 1,74 showsing a sensitive result. Customer response change shows negative with the score show as much as -494 and stimulus also shows negative with score as much as -815. Negative score on response power change and stimulus above show that response power and stimulus Natasha Skin Care aa a main brand is more dominant compare to Natasha Hair Care in forming response and stimulus of Natashan customer. It makes PT. Natasha Pesona Gemilang must be able to increase awareness, knowledge, preference tendency, faith and customer purchase on Natasha Hair Care. To incrase awareness, faith until the step of purchasing to customer that is direct promotion activity for Natasha Hair Care persuasively
PT. Pesona Natasha Gemilanh has expanded brand from Natasha Skin Care then launch a new product Natasha Hair Care in the end 2015. The effect of brand extension is that there is lack of customer response sensitivity on Hair Care brand extension. The reseach aims at knowing how much customer sensitivity on brand extension Natasha Skin Care and Hair Care in Sukabumi and knowing customer respon direction to negative or positive. The reseach method apllies descriptive with hierarchy off effect model. Data use primary data and seconde data. Primary data is obtained by giving questioner to 99 respondents with the measurement use likert scale and is processed result shows customer respon sensitivity on brand extension from Natasha Skin Care an Hair Care is 1,74 showsing a sensitive result. Customer response change shows negative with the score show as much as -494 and stimulus also shows negative with score as much as -815. Negative score on response power change and stimulus above show that response power and stimulus Natasha Skin Care aa a main brand is more dominant compare to Natasha Hair Care in forming response and stimulus of Natashan customer. It makes PT. Natasha Pesona Gemilang must be able to increase awareness, knowledge, preference tendency, faith and customer purchase on Natasha Hair Care. To incrase awareness, faith until the step of purchasing to customer that is direct promotion activity for Natasha Hair Care persuasively
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