Pengaruh Involvement, Familiarty, Brand Loyalty dan Price Sensitivity Terhadap Consumer Evaluation Pada Pembelian Produk Susu Bubuk  

Oleh:

Briliana, Vita

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Jurnal Bisnis dan Akuntansi vol. 10 no. 2 (Aug. 2008), page 91-100.
Topik: Involvement; Familiarity; Brands; Brand Loyalty; Price Sensitivity and Consumer Evaluation.
Fulltext: 4_her.pdf (264.91KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ59.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

The main purpose of the research is to examine the influence of involvement, familiarity, brand loyalty and price sensitivity on consumer evaluation. Data was collected using survey questionnaire distribution to 100 respondents. The respondent of the research is people who buy Pediasure powder milk from Abbot Laboratories for their children. Data were analyzed using mul¬tiple regression analysis. The result showed that there is signnificant influence of involvement, familiarity and brand loyalty on consumer evaluation. The result also showed that price sensitivity does not bring any effect on consumer evaluation. Price is not one of the factor considerations for people in buying Pediasure powder milk.

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