Analisis Perluasan Merek Sony

Indrawan, Yudi, Gunawan Adisaputro, Drs., M.A.

2007 | Tesis | S2 Magister Management

Organisasi bisnis secara rutin mengikuti strategi perluasan merek. Tulisan ini menganalisa bagaimana kesuksesan merek Sony melakukan perluasan merek. Sony adalah merek berkelas dunia. Produk televisi telah membawa Sony menjadi pemain industri elektronik terbesar di dunia. Dengan reputasinya, Sony melakukan perluasan merek pada kategori produk lainnya seperti home audio video, camera and handy cam, digital photo printer, notebook, walkman and voice recorder, x plod car audio and play station. Kesuksesan perluasan merek akan ditentukan oleh pemindahan kekuatan merek utama ke produk perluasanya. Penelitian ini menggunakan beberapa variable untuk menganalisa perluasan merek Sony. Variabel tersebut adalah consumer perceived quality, product fit, difficulty, dan attitude toward extensions. Hasil dari temuan tersebut menunjukkan bahwa consumer perceived quality, fit, dan attitude toward extensions mempunyai dampak yang signifikan terhadap attitude toward extensions. Disisi lain, hubungan antara consumers perceived quality dan attitude toward extensions yang dimoderasi oleh fit tidak signifikan pengaruhnya. Kata Kunci: Merek, Perluasan

Organization frequently fallows brand extension strategies. This paper analyzes how successful Sony's brand to extent their original brand into other product category. Sony is a world class brand. Television product has brought Sony into the biggest player electronic manufacture in the world. By its reputation, Sony decide to extent its brand into home audio video, camera and handy cam, digital photo printer, notebook, walkman and voice recorder, x plod car audio and play station. Since the successful depend mainly on transferring strengthen original brand into other product, this research use several of variables to analyze the Sony brand extensions. Those are consumer perceived quality,

product fit, difficulty, and attitude toward extensions. The author's finding show that consumer perceived quality, fit, and difficulty have significantly effect to attitude toward extensions. On the other hand, relationship between consumers perceived quality and attitude toward extensions which is moderated by fit have no significantly effect.

Key words: Brand, Extensions

Kata Kunci : Merek, Perluasan