The growth of the adult population is experiencing rapid growth, accompanied also by its economic growth. Increasing numbers of residents, the
need for goods also will be greater. This provides great opportunities to entrepreneurs - the entrepreneur to be able to produce a product that can be developed in the market. However, that could cause new problems, especially for the competitors. New products can only compete with similar products that have previously produced. It could be the success of new product follow by the success of similar products that already esixt.
In this final will be examined on consumer attitudes toward about the brand extension from Jamu Tolak Angin, which is Permen Tolak Angin,. Where the variables that will be used to examine consumer attitudes are variable Brand Trust, Brand Affect, Brand Quality, Brand Loyalty, Brand Extension and
Consumer's Attitude. Data will be processed using Structural Equation Modelling (SEM) with AMOS 7. The output shows that Brand Trust give the effect to Brand Loyalty. And utilitarian and uniqueness are the indicators that directly influence the output.
This Research, which is discuss about brand extension is expected to give a description of the success of brand extension is performed by PT. Sido Muncul.
Appeared on its parent brand (jamu Tolak Angin) and the effect of it directly or indirectly affected the consumer attitude toward brand extension. If the result is not very satisfactory, we can provide solutions or proposals from the consumer attitude towards the brand extension or the parent brand to makethe consumer’s attitude be better. |