Analisis pengaruh brand image, consumer innovativeness, category fit, dan image fit xiaomi terhadap extension attitude, serta implikasinya terhadap brand image extension xiaomi mijia Telaah pada konsumen xiaomi di indonesia

Xiaomi who has been successfully captivates the Indonesian market through their sophisticated specification on their smartphones, keeps making innovation on their varied products. And now, after taking a gander on activities and trends on the sport shoes market, Xiaomi as a technology company which specialise in manufacturing starting to produce Xiomi Mijia sneaker. Xiaomi Mijia itself gave something innovative to their customers by monitoring any workout activities through an intelligence chip that is attached in the sneaker. Thus for this research we were urged to learn about whether Xiaomi's decision to widen their Xiaomi Mijia's market is the right step or not. It can be observed by their customers extensions attitude which is influenced by brand image, consumer innovativeness, category fit, and image fit. Also brand image extention Xiaomi Mijia through the extension attitude, category fit, and image fit. The theoretical model in this research is proposed with 7 hypothesis which will be analysed by Structural Equation Model. There are 175 respondents that involved in this research, with the following screening: using any Xiaomi's products, knowing hte information of Xiaomi Mijia, never using Xiaomi Mijia, having age interval between 17-36, And owns expense ofsport shoes above Rp 800.000,00, and lives in the Jabodetabek area. The analysis result shown a positive influence of brand image, consumer innovativeness, image fit, and extension attitude on brand image extension Xiaomi Mijia smart sneaker. And lastly the category fit does not seem to be affecting Xiaomi's extension attitude and brand extension of Xiaomi Mijia smart sneaker. Based on the result we can draw a conclusion that if Xiaomi's has any intention to do a strategic brand extension, then the product extension itself does not have to be in the same category with the porfolio of parent brand, however using a different category in overall main parent brand product category. We were hoping that this research can be used as an educative material for the reader regarding factors that affecting brand extension. This research also limited to the Jabodetabek area, hence it would be better if the next research could be commenced in a wider area through online media