Consumer attitude toward a pioneer's and followers' brands :: Case study on body soap product
SURYANINGRUM, Fardiana, Dr. Prasetyo Soepono, MBA.,MA
2001 | Tesis | Magister Manajemen-
In the introductory stage the pioneer brand is unique, whereas years later follower brands are also available. Tn a broad cross-section of industrial goods business, pioneer brand tend to have substantially higher consumer attitude than late entrants. This research was done to prove that the consumer attitude and social norm between pioneer and follower brand is different or the attitude and the influence of social norm of pioneer brand is higher than follower brands. By distributing 100 questionnaires, data about brand belief and evaluation, normative beliefs and motivation to comply was collected. Fishbein’s theory of reasoned action was used to analysis those data. And by running SPSS 9.5 program for t-test concerning two means and regression, it will quite easy to examine the result then to find out whether or not the formulated hypothesis is substantiated. The findings of this research are the attitude value of pioneer brand is 13.76 while the attitude value of follower bmds (its mean) is 10.44. And by t-test concerning two means, t statistic, 4.39 ? 1.64, t-table. This means there is difference in attitude value between pioneer and follower brands. Second finding is there is difference in social norm value between pioneer and follower brands, proved by t-test result that t statistic 3.59 > 1.64, t-table. The attitude and social norm have significant influ- on intention to buy both of pioneer and follower brands, F for pioneer brand 9.149 $3.07, F,,, and F for follower brands is 20.797 > 3.07, Foo5.
Kata Kunci : Sikap Konsumen, Produk Pioneer's and Followers' Brands
