PERSEPSI DAN MISPERCEPTION KONSUMEN TERHADAP PIONIR DAN PEMIMPIN PASAR

Triandewi, Ervina (2014) PERSEPSI DAN MISPERCEPTION KONSUMEN TERHADAP PIONIR DAN PEMIMPIN PASAR. S2 thesis, UAJY.

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Abstract

Statuses as a pioneer and market leader are unique differentiation, because there is only one true pioneer and a market leader within a product category. However, the status is not a guarantee if consumers already perceive different or even perceive other brands that are not the true holder status as a holder status. However in marketing, consumer perception is the most important thing, which can determine the success or failure of a brand. The present study aims to analyze the ability of consumers to identify the pioneer and market leader as well as analyzing consumer perceptions of the brand is perceived as a pioneer, market leader, or follower based evaluation, attitude, and purchase intention. Data were collected using a questionnaire from 255 students in Daerah Istimewa Yogyakarta (DIY) province. F-Test, post hoc test with Tukey and Duncan Multiple Range Test (DMRT), and pairwise t-test analyses were employed to test the four hypotheses developed in Kamins, et al. (2003). The results indicate that consumer perceptions error occurs more frequently than in the pioneer market leader. In general, evaluation, attitude, and purchase intention of consumers towards the brand which perceived as a pioneer and market leader are better than brands which are perceived as followers. While the brands which are perceived as pioneer and market leader showed equal perception.

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