Pengaruh perluasan merek pada kondisi Goal Congruent dan Extremely Goal Incongruent terhadap sikap konsumen dan niat beli

ARTANTI, Maria Andini Dwi, Prof.Dr. Basu Swastha Dharmmesta, MBA

2006 | Tesis | Magister Manajemen

Tujuan penelitian ini adalah untuk menguji pengaruh perluasan merek pada produk low-involvement dan high involvement dengan menggunakan pengukuran kesamaan (featured-based similarity, perceived similarity, goal based similarity, dan brand based similarity) terhadap sikap dan niat beli pada kondisi goal congruent dan extremely goal-incongruent. Produk low involvement pada kondisi goal congruent diwakili oleh sabun mandi Dove dan sabun cuci tangan Dove. Produk low involvement pada kondisi extremely goal incongruent diwakili oleh produk sabun Dove dan permen Dove rasa mint. Produk high involvement pada kondisi goal congruent diwakili oleh produk lampu Philips dan lampu emergency Philips. Produk high involvement pada kondisi extremely goal incongruent diwakili oleh produk lampu Philips dan laptop Philips. Hasil penelitian dari tesis ini menunjukkan bahwa: 1) Pada kondisi goal congruent faktor kesamaan yang mempengaruhi sikap konsumen terhadap perluasan merek pada produk low involvement adalah ideal feature based, perceived value, dan goal based similarity, sedangkan pada produk high involvement adalah ideal feature based dan perceived similarity. 2) Pada kondisi goal congruent pada produk low involvement dan high involvement, sikap konsumen terhadap perluasan merek mempengaruhi niat beli. 3) Kondisi extremely goal incongruent faktor kesamaan yang mempengaruhi sikap konsumen terhadap perluasan merek pada produk low involvement adalah ideal feature based dan brand based similarity, sedangkan pada produk high involvement adalah ideal feature based. 4) Pada kondisi extremely goal incongruent pada produk low involvement sikap konsumen terhadap perluasan merek mempengaruhi niat beli, sedangkan pada high involvement tidak mempengaruhi niat beli. Sebuah perusahaan dapat menerapkan strategi perluasan merek dengan memperhatikan kondisi kesesuaian dengan produk inti dan jenis produk menurut keterlibatan konsumen.

The objective of the research is to test the influence of brand extension to low involvement and high involvement product by using similarity measurement (featured based similarity, perceived similarity, goal based similarity, and brandbased similarity) to attitude and intention to buy in the congruent and extremely goal incongruent condition. Low involvement product in the goal congruent condition is represented by Dove bath soap and Dove hand soap. Low involvement product in the extremely goal incongruent condition is represented by Dove soap and Dove candy with mint taste. High involvement product in the goal congruent condition is represented by Philips light bulb and Philips emergency lamp. High involvement product in the extremely goal incongruent condition is represented by Philips light bulb and Philips laptop. The results of this research show that: 1) In the goal congruent condition, the similarity factor which influence the consumer attitude to the extension brand in the low involvement product are ideal feature based, perceived value, and goal based similarity, while in the high involvement product are ideal feature based and perceived similarity. 2) In the goal congruent condition with low involvement and high involvement product, the consumer attitude to the brand extension influence the intention to buy. 3) In the extremely goal incongruent condition, the similarity factor which influence the consumers attitude toward the brand extension in the low involvement product are ideal feature based and brand based similarity, while in the high involvement product is ideal feature based. 4) In the extremely goal incongruent condition of low involvement product, the consumer attitude toward the brand extension influence the intention to buy, while in the high involvement product it doesn’t. A company may apply the brand extension strategy with attention to the appropriate condition of the core product and the kind of product according to the consumer involvements.

Kata Kunci : Merek,Goal Congruent,Sikap Konsumen, brand extention, goal congruent, extremely goal incongruent, low involvement, high involvement