Perilaku ibu rumah tangga terhadap brand extension merek abc (studi kasus terhadap kecap abc di kota depok)

This research is a copying model developed by Aaker and Keller focusing on affect-transfer, such paradigm core of which is that prior to the existing of brand extension in product category, consumer already has certain attitude to consume the main brand and product category target. The success of this brand extension is determined by both attitude toward main brand and attitude toward extension category that is competent to revitalize perceived fit aspects. The attitude of which shall further play important role in determining attitude toward brand extension. ABC brand for ketchup product is the object of this research because long before ketchup brand exists, there have been another ABC brand for battery product. ABC as the brand for battery product has achieved successful target in domestic market segment and even it has successfully competed against the other brands. Such phenomenon is being analyzed in this research. The result of research on brand extension has produced findings on the strong impact of main brand benefit and personal satisfaction which play important role in establishing attitude to accept brand extension. Whereas a factor contributing to the establishment of perception on brand extension is the confidence on category extension benefit. Satisfaction and confidence are the significant factors contributing to the main brand that also influence consumer’s perception on brand extension. Actually, there are four aspects contributing to the establishment of attitude on ABC trademark ketchup brand extension as proved in this research, i.e.: the attitude toward main brand, attitude toward extension category, attitude toward brand extension and appropriate perception. Out of those four aspects that play important role in attitude development, the attitude aspect toward brand extension has the largest contribution, whereas attitude toward main brand and extension category have negative relations to attitude point