KETERHUBUNGAN ANTARA ASOSIASI ATRIBUT MEREK NIAT UNTUK BELI EKSTENSI MEREK: PERCEIVED FIT SEBAGAI MODERASI DAN HUBUNGAN MEREK KONSUMEN YANG EMOSIONAL SEBAGAI MEDIASI
Abstract
Dalam era globalisasi saat ini gaya hidup setiap individu sangat bergantung dengan kemajuan suatu teknologi. Teknologi merupakan suatu aspek penting untuk membantu serta memenuhi kebutuhan hidup masing – masing individu dalam studi dan bekerja. Penelitian ini dilakukan untuk memahami fenomena penurunan penjualan iPhone. Tujuan dalam penelitian ini adalah mengangkat adopsi dari model dan teori untuk mengamati keterkaitan dari asosiasi atribut merek, perceived fit, hubungan merek konsumen yang emosional dan pengaruhnya kepada niat untuk membeli ekstensi merek. Variabel independen pada penelitian ini adalah asosiasi atribut merek. Variabel moderasi adalah perceived fit. Variabel mediasi adalah hubungan merek konsumen yang emosional. Sedangkan variabel dependen pada penelitian ini adalah niat untuk membeli ekstensi merek. Pada penelitian ini mempergunakan metode kuantitatif serta teknik pengumpulan data dengan menggunakan kuesioner secara online dengan menggunakan metode sampling non probabilitas yaitu sampling bertujuan. Sampel yang digunakan sebesar 40 responden untuk studi pendahuluan dan 170 responden untuk uji aktual. Kemudian data yang sudah diperoleh tersebut dianalisis dengan Smart PLS-SEM untuk melakukan uji hipotesis dan menarik kesimpulan. Pada penelitian ini terdapat lima hipotesis yang didukung serta satu hipotesis yang tidak didukung. Kemudian pada penelitian ini, peneliti juga memberikan keterbatasan penelitian dan saran untuk penelitian berikutnya.
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