Pengaruh Similarity, Reputation, dan Innovativeness terhadap Evaluasi Konsumen pada Produk Brand Extension.

(1)

Universitas Kristen Maranatha

!

"

#

$

%

&'

(

)

*

+

(2)

,

-.

/

.

"

0 #

1 #

$

.

&'

.

2 (

.

/

0

(3)

Universitas Kristen Maranatha₆

8

"

*4 4* 8 *;

04 40 *2

14 4* 3 22

24 40 3 2<

/4 41 ( 3 8 + 2=

<4 42 ( 3 + 2;

=4 4/ 3

(4)

Universitas Kristen Maranatha₆

8

' + $ ,$)& & $ 8- 8- % 4444444444444444444444444444444444444444444444444444444444444 +$ 8 $ ) 4444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444

/))/ 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 . ) $ % ) 4444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444446 ( <) ) 8$+444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444446 ( <) -,-4444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444446

8,) @)4444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444: 8 8 - 44444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444

$ ( '&+& 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 :4: + 8 " 4444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 :4 4444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444: :4 ) 44444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444:: :4 3 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444:: :4 , " 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444: 8 8 --44444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444: . - &,) . 4444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444: 4: 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444: 4 " 4444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444:

4 4: , 0 "4444444444444444444444444444444444444444444444444444:=

4 4 0 " 8 " 444444444444444444444444444444444444444444444444444444444444: 4 , "444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444:? 4 " A8 $9 0 B 44444444444444444444444444444444444444444444444444444444444444444 :

4= < " 0 53 " 0 . 2 . " , " 44444444444444444444444444444

4=4: , !4444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 4=4 # 0 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 4=4 - 06 6 44444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444

4=4 " ! " # " " # 0 "

444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 = 4=4 , " # ) # " 4444444444444444444444444444444444444444444444444444444444444444444444444444444 = 4> .0 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 >

(5)

Universitas Kristen Maranatha₉ 4 ( 3 /# 0 " # " 444444444444444444444444444444444444444444444444444444 >

4 4: , !44444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 > 4 4 # 0 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 4 4 - 06 6 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 4 4 $6 0 03 8 $9 0 444444444444444444444444444444444444444444444444444444444444444444 ? 4 ( 4444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 ?

4= & * & A B 44444444444444444

4=4: & * 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 4=4 & 44444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 : 4> 0 ( 44444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 : 8 8 -* 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444

+-,-, ( $ 8 ' , 44444444444444444444444444444444444444444444444444444444444444444444444444444

4: % & 0 " 2 2 4444444444444444444444444

4 ( " # #0 444444444444444444444444444444444444444444444444444444444444444444444444

4 - 4444444444444444444444444444444444444444444444444444444444444444444444444 =

4 4: & * 444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444 = 4 4 & 44444444444444444444444444444444444444444444444444444444444444444444444444444444444444444444

4 + 8 444444444444444444444444444444444444444444444444444444444444444444444

(6)

*4* $ " '

! 0 " " ! # 0 " !

0 " " " 1 # 0 "0 0

1 " ! "0 0 # # 1 # " #

" 0 0 ! 2 # 1 " ! " " # 0 1 #

# ! 2 # # "0 " # 0 " 0

" ! "0 ! " 0

A, 02" 1 :?? D . 0 ! 1 B4 8 # 2 # "

0 0 " " ! # "

! 0 4 . 3 0 0 5 0 0 #" 2

# ! " 1 " 2 # " " "

# 0 "4

( # " # # 0 ! "

" 4 " # 0 " # ! #

" " # " 1 # " ! "

! # " " 0 # 4 , #

0 ! " " 1 # " " "

# 0 % ( $ % ## ! # # ! A "B # 4

(7)

! " 1 " !

# 4

" 0# " ! #0#

# " A, 3 1 B4 @ A:?? B1

# " 0 0 "

# 0 :?? 5 4 " # 2 ! " !

# "0 A ) ! B # # 0 "4 "

" 1 0 0 1 1 0 1 1

"0 ! ! " " 3 " "

# " 0 #0" # " " !

# A .0 1 >B4 " ! " # " ! "

3 # 0 "0 4 8 # 0 " " 3

! 3 " 1 # 0 " " 1 " " # #

! # 1 2 # " 0 " ! "1 "

"0 # 31 * % ! $! # A.0 1 >B4 , "

"0 " " 3 ! 3 " # 0 "1

! " # " # "0 "

1 #" # # 0

A.0 1 >B4 # # 0 1 "

# # 0 " " " ! 4

, " # " 2 " #

2 # " " A B1 "

" # "0 ! # # # "

# # 0 " 4 8 # " # 3 " " "

(8)

$% ! # ! & + ! A"0 1 B4 8 " " " 3

# 20 0 # # ! "

" 0 " 4

. 0 " ! # ! " # A B1

" # " # # " " # 0 "

" 0 # 0 " ! " ! 1 !

# # 1 "1 1 1 " " 1

! A.0 1 :??> >:B4 ( #" 1 "0

" ! " # "0 " !

A( ! 1 = = B1 20 0 " " 0 0

#00 2 " " 2 " # " 1 ! #

" " # 4

. 0 ! " " ! ! " # A

"B1 # " # ! " " 0 # "

" # 0 " ! " 0 ! "

" ! " # 0 " ! A.0 1 D

' 1 1 :D +! 1 * " E 8 1 :D E + 1 1

@ 1 , 0 1 D . 0 ! B4 , # #

3 " " 2 " " !

" " 0 # 0 " ! 1 ! # 0 0 "

" ! ) ! ## " " 0 # 4

, " ! " ! ) ! A " B1 ,

" " ! " # 4 , ) ! # "

# " " " 0 # 0 " " !

(9)

=

! # " " 0 4 .

! 4 " ! " 0

! 0 1 ! ! " " #

4 , 20 0 ) , ! # & A, # - ! ! B !

" # . $# . % !# % ! "5 " ; 1

,05. 1 601 @ # 1 1 # " " " "

# " " 0 " " " 5 , 5

( 4 A 1 B4

, " ! " # ! $% ! A "B1 ,

$% ! # " # # " " !

# 0 " ! " 0 # 0 " ! 4 "0

" " " 1 " 2 # ! # " !

# 4 , 3 ! " "1 "

" # " "0 # ! 5 4 & "

# " 2 "0 " 1 3 "

"0 4 , 20 0 & 6 $% ! " 0 #04

( 33 " 2 " # 4 @ #0 " 0 "

D " , " " ! "

" A 1 B4

, " ! " ! - + ! A " B1 - + !

# " " #

" ! # # " " !

# " "0 1 20 0 # ! "

(10)

> ( " " 1 ! " # # "

! 2 " # " " 0 # 4 " E .

A:?? B ! " # " " # 3

! # # # "0 0 " ! # 0 " 0

# 4 . 1 # " # " " 3 !

# 0 0 4 & " " # 0 " ! ! "

# 5# ! #" # " A ! " # B

# "5 " " ! # " 0 ! "

# # 1 20 0 + 3 0 ! " 0 ! "

" ! 2 # " " " 1 "

" # 0 " ! " + 3 0! " " # "

# #0 " ! 4

@0 0 # 0 " ! " # " !

8@1 " 8@ " # 0 " # " 2 # ! 1 #

" 8@ " # 0 " 0 8@1 "0# 8@1

8@4 ; # ! " 20 0 # 5# !

" " # "1 " # "

" " " 0 # 4 < " 0 53 " 0 !

# " " ! " # " " 0 !

! " # ! A# % ! &B1 # ! " 0 !

! A! $ B1 "0 ! " 0 "0 A ! ! #(B1

" "0 " 20 # 0 " A ##B A' 1 + 1

-6 0 1 :B4 . 2 " # 0 " " !

" " ! 1 ! ! 1

(11)

B4 ' " " # ! # ! "

) ! ## " # "0 1 " 3 ! "

# 0 " # " ! 2 " 0 4 @ A B

" " " # "0 # # # 0 "

# 0# # # "0 # " " # "

" 0 # 0 " ! " " 0 # 0 " !

! 4

( ! # " # "0 " " !

) ! # # 0 " " "0

" # 0 " 1 " " " " A !

! B ! " " # " " 0 # 0 " #

"1 ! ! " # # ! " " "0 4

, # ! " " # " " #

" 0 ! # 2 1 # ! ! " ! " 0

! ! 1 2 # " " "0 " 20 # 0 " 1

# 2 " " " " 06 5 06

# 0 " ! # " A ! " # /'

2 ! 0 0 " # " "

# ! 2 " # ! " " " # " A !

" # / " 0 # 0 " ! ! " 2 "

" " 4 ; # " 2 " ! 1 # 2

# " ! " " ! 5 4

! " " # 0 "

(12)

?

2 0202 1 2 0 D 2 6 06 ! " "

# 2 ! 2 3 2 0 ! " # 6 6 8 4

2 " ! ! # 2 1

" 2 # " # 0 " ! # " 2 " # 4

, # 0 " ! " " # # 0 " 2 !

2 4 2 # " " # 0 " #

" # 2 ! " " # A# % ! &B " 0

2 A ! ! B4 2 " "

" 0 " ! ! " " 1 " 2

" " " 3 ! # 5 # 1

# # ! # " " 4 ; # 2 " " 0 !

1 # 2 # 2 " 2 " !

2 1 ! # " "

# " #4 2 0 # #0# 2

! " 0 ! " " ! "

" # 0 " " 4 . " 2 ! " !

# ! 0 2 # 0 " 2 ! 1

$ ! ! # ) ! # # ( D )

# ! ?D A "0 ( - 0 B D, ! * $ .

!( 0 : # ?1 # # ( 0 : #

?4

. " ! 2 # 0 # 2 # 0 "5# 0 "

2 ! " " # "1 0 6 # "

" 2 2 0 " # 1

(13)

:

# % ! &1! $ 1 ##! # 6 "0

# # 0 " ! " # 1 #

# " 3 " 0 " " ! " # A# % ! &1

! $ 1 ## B # 6 "0 # # 0 " !

" # ! $ % &' (

)$ ' ( $* +& ,- ./ ,& $ ( /(&.

' , # # # % ! & $

## # 6 "0 # # 0 " ! " #

! " " 0 . 0 ! A B1 2

" 3 " 0 53 " 0 ! " " !

" # 4 ( # # " # % ! &1 ! $ 1

## # #0 3 # 6 "0 # # 0 "

# " A %$ * ! " # B4

*40 ! ! "

8 " " 1 " " " "

6 # % ! & ! $ 1 ## ! " "

# # # " " # " A ! " # B4

( # # 20 " "

# !

4 # " # % ! & # #0 3 # 6 "0 #

# 0 " ! " # F

4 # " $ # #0 3 # 6 "0 #

(14)

::

24 # " ## # #0 3 # 6 "0

# # 0 " ! " # F

*41 "

( # 1 " # ! "

" " !

4 & " # " # % ! & # #0 3 # 6

"0 # # 0 " ! " # 4

4 & " # " $ # #0 3 # 6

"0 # # 0 " ! " # '

24 & " # " ## # #0 3 #

6 "0 # # 0 " ! " # '

*42 ? "

( " " # 1 0 # !

# " 3 # ! 1 " #

0 4 # 3 #

4 8

, " # " " 0 5 0 ! #

"0 # 1

# # # 2 # " " 5

# ! # 0 # 4

(15)

:

' # # # 2

2 " " " # ! # # 2

" " ! " " 0 # " ! " "

# # "4

24 8 +

' # #" # " # "

3 # ! " " " #

# 4

*4/ ! " !

8 : " 1 1 # 1 3

# 1 " # 4

8 0 1 # #0 1 0 # 4

8 #0# # 1 " " # # # 1 " "

# # 1 3 0# 0 " # " 1 !

" 1 1 0 4

8 #

(16)

Universitas Kristen Maranatha /4* ! % "

8 " # #

# % ! & ! $ ## # 6 "0 #

# 0 " ! " # # " " " # " # "

:4 % ! & # #0 3 # 6 "0 # # 0 "

! " # 1 >4

4 $ # #0 3 # 6 "0 # # 0 "

! " # 1 4

4 ## # #0 3 # 6 "0 #

# 0 " ! " # 1 :4

4 , 2 6 # % ! & ! $ 1 ##

# #0 3 3 " # 6 "0 #

# 0 " ! " # 4 ' 2 5 "

6 # # #0 3 3 "

# 6 '

4 % ! & # " 6 ! # # #

6 "0 # 0 " ! " # 4 . " 5

(17)

?

/40 %" ! $ "

( # # 0 3 " 0 53 " 0 "

# "1 ! # % ! & ! $ 1 ## #

# 6 "0 # # 0 " ! " # " 2 #

# 2 4 < " 0 # % ! & " # # 0 " " #

# 0 " " ! # " 3 " 0 ! # # 6

"0 # # 0 " ! " # 4 ( " 1 )4 . ,

# " " 3 " 0 53 " 0 ! $ ##1

# # 2 # 0 " ! # " # 0 " ! " # "

" " # 4 # " ! " # 5#

! " # 0 " # ( ! 2 " !

! 4 ' # ! " # "0

# " # 0 " " )4 . , " " "

3 " 0 53 " 0 4 # 5 " 5 3 " 0

"

4 & " # % ! & # " " " # 0 " !

" " # # 0 " "1 # "

# (! "0 " # # 0 "

# # 0 " "! 4

4 ## # " " 2 0 0 " " !

# 0 " " ! # "0 " # 0 "

" # & ' ! # 0 " 2 # " # (! " !

6 1 " # # 0 " 2

! " # 0 " " " " ! 6 ! 1 #

(18)

=

, " "0 " 20 # 0 " " #

" 1 " "0 # " # " " # 0 "

" ! # # 0 " " # '

/41 $6 ! "

( " " # ! # " " 5

" ! " # " " 4 .

:4 # ! : 1 #

# " "0 #0# 2 " 4

4 6 ! # 6 !

# % ! & ! $ 1 ##4 A' 1 + 1 -6 1 :

. 0 ! 1 B4 , 3 " 0 ! " #

" " ! " # " # " # 4 ,

3 " 0 ! " # " " ! " # !

! ! #(A. 0 ! 1 ::=B4

4 ! " 0 " # 1 " #

" # 0 " ! 4

/42 $

:4 . # # # 1 " " #

! " ! " # ! "

" " # ! # " " "

(19)

=:

4 & " # " ! " ! " # 0 " ! 1

! # 0 " " 2 " 1 # 0 " 1 # 0 "5# 0 "

! 4 , # # # " A ! " # B #

# " # 0" ! # # # # 0 "

4

4 & " ! " # 1 " #

# ! " ! " " #0 2

# " # # ! ! " 4 .

# # ! " ! 0

" "4

4 ( " # % ! & ! $ ##

# #0 3 # 6 "0 # # 0 " ! " # 4

< " 0 ! $ # " 3 " 0 ! # # 6

"0 # # 0 " ! " # 4 ( " 1 # !

" #" # " " ! # "

3 " 0 " " ! ! # % ! & ##1 3 " 0 53 " 0

! " " # ! ! #(4 , "0 "

" " # 0 " ! " #

# " # " " " " # 2

(20)

Universitas Kristen Maranatha =

?

$

!

" 1 ( 6 . 6 + . 4:?? 4 720 $6 0 03 8

$9 0 71 0 03 " 1 *0 1 ! :?? 1 # >5 :4

0 1 % ! # "0 1 L " - 0 2 0 71 4 &## ,

6 1 2 5' 1 - 21 !1 4

@ 1 , 0 4 4 L20 )0 8 $9 0 - 6

0 2 0#0 0 71 - 0 0 03 2

" 1 *0 1 , # 1 # ?>5:: 4

( ! 1 ( 4 =4 7 , 6 #0 .0 ) #

$" 3 " " A8 $9 0 B " <

, ! 71 1 *0 :1 04 1 /" 0 =1 #= 5> 4

' 1+4$D @ 0 ! -6 1 4 4 :41 7< 2 0 - 3 2 , 22 3

8 $9 0 71 0 03 " 1 *0 :?1 , # :1 #:5

>

. 0 ! 1 , 4 4 7< " 0 53 " 0 ! # . " 8

$9 0 , , 0 "7 1 8

1 *0 1 04 1 #:: 5: 4

.0 1 #4 1 !( 1 ) $ 0 1 ) 0

&, 2 ' 1 - 24

1 + 0 4 1 L@0 $6 0 03 8 $9 0 @ 8 8 8

$9 - 0 ) @0 " F71 , # D 2 & 6 !4

(21)

Universitas Kristen Maranatha =

:$ % * ; 4 +< 8$) 8 4

1 . 1 4 >1 L< " 0 53 " 0 ! 8 # . #

03 " " ( 0 " "

" 8 71 8 , "0 0 1 *0 4: 1 04 1 # :5 = 4

, ! 1 ,$1 4, 4 =4 # # #4 (- 0 ! " 0 !" 4

; 0 1 0 1 ,4 4 7 " " , "71 *0

: 1 04 1 06 1 # 5 = 4

4 2 + 420