PENGARUH PERLUASAN MEREK DAN CITRA MEREK NATUR-E SOFT KAPSUL TERHADAP KEPUTUSAN PEMBELIAN PRODUK NATUR-E HAND AND BODY LOTION DAN DAMPAKNYA TERHADAP KEPUASAN KONSUMEN DI WILAYAH DKI JAKARTAPENGARUH PERLUASAN MEREK DAN CITRA MEREK NATUR-E SOFT KAPSUL TERHA

Sri  Islamiyati; Sampurno; Derriawan

Sri Islamiyati Sekolah Pascasarjana Universitas Pancasila
Sampurno Sekolah Pascasarjana Universitas Pancasila
Derriawan Sekolah Pascasarjana Universitas Pancasila

Keywords: Brand Extension, Brand Image, Purchasing Decision, Consumer Satisfaction, Natur-E Hand and Body Lotion

Abstract

This study aims to: Determine the effect of brand extension and brand image of Natur-E Soft capsule on the purchasing decisions Natur-E Hand and Body Lotion and their impact on consumer satisfaction. In this study a structured questionnaire was used as a data collection tool. The number of respondents were 150 respondents using purposive sampling technique. The research method used is the Causal method. Primary data obtained were analyzed using path analysis method (path analysis). The results of the study show that brand extension has an effect on purchasing decisions. Brand image influences purchasing decisions. The brand extension and brand image simultan has an influence on purchasing decisions. And purchasing decisions affect consumer satisfaction.