ANALISIS SENSITIVITAS RESPON KONSUMEN TERHADAP PERLUASAN MEREK (BRAND EXTENSION)KOPI INSTANT KOPIKO BROWN COFFEE DI MALANG(Study pada Mahasiswa di UMM)
| Main Author: | Trio, Subachtiar |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2010
|
| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/782/1/ANALISIS_SENSITIVITAS_RESPON_KONSUMENTERHADAP_PERLUASAN_MEREK.pdf http://eprints.umm.ac.id/782/ |
Daftar Isi:
- Kopiko Brown Coffee as one of brand extension that PT. Mayora Indah Tbk. from old product Kopiko coffee candy. The success of Kopiko coffee candy in the market make possible to trigger consumer to buy Kopiko Brown Coffee. To based on this background then examination to known how the consumer respond and consumer sensitivity respond toward brand extension to Kopiko Brown Coffee in Malang. The result is consumer respond to Kopiko and Kopiko Brown Coffee is positive, but 3 respond on the Hierarchy of Effect model’s not sensitive. Keyword: sensitivity, response, brand extension.