PENGARUH ASOSIASI MEREK TERHADAP RESPON KONSUMEN DAN DESAIN FRAMEWORK E-COMMERCE PADA SEPATU REEBOK

Bintara, Frica Natali (2007) PENGARUH ASOSIASI MEREK TERHADAP RESPON KONSUMEN DAN DESAIN FRAMEWORK E-COMMERCE PADA SEPATU REEBOK. S2 thesis, UAJY.

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Abstract

This research aim to analyse brand association base on guarantee dimension (quarantee), personal identifications, social identification, and status and study consumer respon from is fourth of dimension in the case of willingness (consumer willingness) to accept extension from brand (extension brand), to recommend brand, and to pay at the price of premium and yield e-commerce framework base on web and apply the framework mentioned as promotion media and marketing/sale of Reebok shoe. This research is done/conducted to Reebok shoe customer/client. To get responder at this research use method intake off sample is sampling purpose. To get primary data, this research use kuesionere. After responder answer the kueisionere, tabulation result and tested to use regretion analysis to look for coefficient from correlation and its influence. Besides, in this research of design framework e-commerce to Reebok shoe. Result of this research affirm that quarantee, personal identification, social identification not have an effect on significant to accepting extension from brand, while status have an effect on significant to accepting extension from merk and recommend to others. While personal identification have an effect on significant to recommending others, while social identification have an effect on significant to paying at the price premium. From result of research most people have understood about e-commerce and regarding ordering use well guarated goods e-commerce facility until target correctly people a lot have trust it, while for the payment of to use Indonesian people online credit card facility not yet accustomed used the facility. Interaktif Web can become marketing development strategy, using product e-commerce, using e-commerce facility can know newest product information swiftly and is accurate, given by logo, animation. Reebook shoe design-design in web , this web have security to bed paid attention, payment not have to visit to its shop, Reebok give e-commerce facility and developing it for the influence of Reebok brand association to consumer respon do you support do not support the existence of the service. Information which you expect transaction procedure, information which you expect progress work of documentation (visualitation) most ok to people when e-commerce framework if applied to become interaktif web need information above.

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