ALVIANA, PUPUT (2015) ANALISA SENSITIVITAS RESPON KONSUMEN DARI EKSTENSIFIKASI MEREK (BRAND EXTENSION) PADA SABUN MANDI CAIR MEREK CITRA (STUDI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH PURWOKERTO). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The success of bath soap stems Citra brand on the market can trigger consumers to buy liquid bath soap Citra brand. Soap bath liquid Citra brand is the result of brand extension by PT. Unilever Indonesia from previous product is stems bath soap Citra brand. The aim of this research was to find out sensitivity and responses of costumers for brand extension toward liquid bath soap Citra brand.
The result of this research showed that consumers‟ responses showed positive result of brand of bath soap stems to liquid bath soap with sensitivity score amount 2,27. Stimuli change of brand extension from bath soap stems to liquid bath soap Citra brand based on attribute product and hierarchy steps of effect showed positive score 321. Positive score showed stimuli that attached to liquid bath soap Citra brand got higher responses from consumers that bath soap stems Citra brand that has long existed before.

Dosen Pembimbing:	unspecified | unspecified
Item Type:	Thesis (Bachelor)
Additional Information:	Pembimbing: M Agung Miftahuddin, SE.,M.Si.
Uncontrolled Keywords:	Sensitivity, Responses, Brand Extension
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen S1
Depositing User:	Nur Hardiansyah
Date Deposited:	13 Dec 2017 01:48
Last Modified:	21 May 2024 07:17
URI:	http://repository.ump.ac.id/id/eprint/6131

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