Commentaries and Reply to “Can Brand Extension Signal Product Quality?” by Sridhar Moorthy

New product marketing through brand extension strategies that are supported by product quality which said to be successful if the extension products are acceptable and make better consumer decisions. This study aims to determine the direct or indirect influence of brand extension and product quality on customer purchasing decisions through brand image Enduro Matic G. Research using survey method conducted on 110 customers Enduro Matic G in Serang City. Data analysis using Structural Equation Model of Partial Least Square (SEM PLS) with the result of research obtained 1) brand extension have a positive and significant effect on purchasing decision; 2) product quality has a positive and significant effect on purchasing decision; 3) brand extension has no effect on brand image; 4) product quality has a positive and significant effect on brand image and 5) brand image has no effect on customer purchasing decision of Enduro Matic-G. Brand extensions and good product quality are proven to make better customer purchasing decisions, but can not make the Enduro Matic G brand image better in the eyes of its customers.

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PENGARUH BRAND EXTENSION, KUALITAS PRODUK, DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN ASUS SMARTPHONE

Jurnal Riset Ekonomi dan manajemen ◽

10.17970/jrem.15.150202.id ◽

2016 ◽

Vol 15 (2) ◽

pp. 212

Author(s):

Rahmawati Helvy Tunjungsari ◽

Sri Setyo Iriani

Keyword(s):

Product Quality ◽

Sampling Method ◽

Multiple Linear Regression Model ◽

Sampling Technique ◽

Brand Extension ◽

Analysis Data ◽

T Test ◽

Coefficient Of Determination ◽

Purchase Decision ◽

Scale Analysis

ABSTRACTThis research aims to analyze and discuss the influence of brand extension, product quality and after-sales service on Asus smartphone purchase decision. The sampling technique use a judgmental sampling method. The target of population are college students in Southern Surabaya using smartphones Asus and know that Asus has done an extension of the brand Asus laptops and notebooks to smartphones and 220 students ware used as the samples. This research instrument used by questionnaire. Measured data use Likert scale. Analysis data using multiple linear regression model. The result shows that coefficient of determination (adjusted R square) was 50,9% and the rest were affected by other variabelities which were not mentioned in this research. The T-test shows that brand extension and product quality affected the purchase decision, and after-sales service did not affected the purchase decision. ABSTRAKSIPenelitian ini bertujuan untuk menganalisis dan membahas pengaruh brand extension, kualitas produk, dan layanan purna jual terhadap keputusan pembelian Asus smartphone.Teknik pengambilan sampel menggunakan metode judgmental sampling. Target populasi adalah mahasiswa perguruan tinggi di wilayah Surabaya Selatan yang menggunakan Asus smartphone dan mengetahui bahwa Asus melakukan perluasan merek dari laptop dan notebook ke produk smartphone dan 220 mahasiswa digunakan sebagai sampel. Instrumen penelitian ini menggunakan angket.Pengukuran data menggunakan skala Likert.Analisis data menggunakan model regresi linear berganda. Hasil penelitian menunjukkan bahwa nilai koefisien determinasi (adjusted R square) sebesar 50,9% da sisanya dipengaruhi oleh variabel lain yang tidak disebutkan dalam penelitian. T-test mnunjukkan bahwa brand extension dan kualitas produk memiliki pngaruh dalam keputusan pembelian, dan layanan purna jual tidak memiliki pngaruh terhadap keputusan pembelian.

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Product quality and information

Industrial Organization ◽

10.1017/cbo9781107707139.018 ◽

2018 ◽

pp. 295-296

Keyword(s):

Product Quality

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Consumer Attitudes Toward Product Obsolescence and Perceptions of Product Quality and Sales Promotion

PsycEXTRA Dataset ◽

10.1037/e651502012-001 ◽

2012 ◽

Author(s):

Chien-Wei Chen ◽

Nai-Hwa Lien

Keyword(s):

Product Quality ◽

Consumer Attitudes ◽

Sales Promotion

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Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen Pada Bisnis Franchise Minuman

Kajian Bisnis STIE Widya Wiwaha ◽

10.32477/jkb.v24i2.223 ◽

2017 ◽

Vol 24 (2) ◽

pp. 144-153

Author(s):

Yunita Fitri Wahyuningtyas

Keyword(s):

Regression Analysis ◽

Marketing Strategy ◽

Product Quality ◽

Multiple Regression Analysis ◽

Multiple Regression ◽

Sampling Method ◽

Sampling Technique ◽

Sampling Process ◽

And Function ◽

Simultaneous Influence

This research is conducted upon the emergence of many companies producing the same product of the same kind and function. It leads to the urgency of proper and well planned marketing strategy. This research aims to investigate how far the influence of branding, product quality, and price toward consumer’s satisfaction in beverage franchise business. This research utilizes 5 likert scale questionnaire which is tested by using multiple regression analysis to reveal whether or not there is partial and simultaneous influence of branding, product quality, and price toward consumer’s satisfaction in beverage franchise business. Sampling method is accidental sampling technique, in which sample of particular population is taken based on the accessibility and availability of the sample during the sampling process. Sample used is 100 samples among consumers or customers of Mang Endy Milkshake. The result shows that branding, product quality, and price influence consumer’s satisfaction in beverage franchise business.

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Pengembangan Butik Muslim yang Terkait dengan Pelayanan Prima dan Kualitas Produk pada Butik Firta Collection

Liquidity ◽

10.32546/lq.v7i2.216 ◽

2018 ◽

Vol 7 (2) ◽

pp. 97-107

Author(s):

Esust Setiawati

Keyword(s):

Strategic Management ◽

Product Quality ◽

Qualitative Method ◽

Swot Analysis ◽

External Environment ◽

Marketing Mix ◽

External Factors ◽

Customer Trust

This study aims to analyze how strategic management in the Firta Collection Boutique to develop its business, especially in providing services to customers. The method used in this research is a qualitative method that includes Marketing Mix (4P Analysis) and SWOT Analysis, to find out what external factors are opportunities or threats to the Firta Collection Boutique. The results of the study show that the strategies adopted by the Firta Collection Boutique are still inappropriate and need to use other strategies. Changes in the external environment have continued to increase so that it is an opportunity and anticipates threats by utilizing strengths and minimizing weaknesses by innovating and improving approaches and gaining customer trust in product quality, in order to compete in the fashion sector.

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Intra-industry and inter-industry trade through the lens of comparative and absolute advantage

Voprosy Ekonomiki ◽

10.32609/0042-8736-2016-10-112-128 ◽

2016 ◽

pp. 112-128

Author(s):

A. Gnidchenko

Keyword(s):

International Trade ◽

Product Quality ◽

Vital Role ◽

Increasing Returns ◽

Traditional View ◽

Export Diversification ◽

Industry Trade ◽

Long Time ◽

Absolute Advantage

The article surveys the literature that emphasizes the importance of comparative and absolute advantages for intra- and inter-industry trade. Two conclusions follow form the survey. First, unlike the traditional view, intra-industry trade is determined rather by technology than by increasing returns. Second, absolute advantages that have been ignored in international trade models for a long time play a vital role through their linkages with product quality and export diversification. We also discuss a new strand of literature that models international trade with the assumption of non-homothetic preferences.

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