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Pengaruh brand associations terhadap consumer response pada produk McDonald's di Surabaya

Ujianto, Ujianto and Aminuddin, Yudha (2004) Pengaruh brand associations terhadap consumer response pada produk McDonald's di Surabaya. Jurnal Ekonomi, 8 (2).

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McDonald's Indonesia are trying to build their image and strong association to their customer and than according to consideration that the consumption pattern for fast food products as produce by McDonald's are influenced by cutomers environment so in consuming the product they will recommand their experience to others. Facing that facts the research will be needed to identify the ingredients of brand associations that influence dominantly to the response, so the empirical research that observing the influence of brand associations that construct from guarantee, personal identification, social identification, and status to customer's response that construct from brand extension, recommandation and premium price to the McDonald's customer in Surabaya. The result from the research using survey method and hypothetical analysis using canonical correlation, show that all of the brand associations variables show that they strong positively relationship to consumer response at McDonald's Surabaya. That result indicated by the canonical correlation value for brand extention (Y1) = 0,645, canonical correlation value for recommandation (Y2) = 0,576, canonical correlation value for premium price (Y3)= 0.567. Partially the calculation using canonical correlation show that guarantiee variables show that guarantee variables has the biggest contribution to influence customer response.

Item Type: Article
Uncontrolled Keywords: Brand associations, consumer response, canonical correlation.
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: tassa Natassa Auditasi
Date Deposited: 10 Feb 2022 03:11
Last Modified: 10 Feb 2022 03:11

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