Pengaruh Kredibilitas Merek, Psikologi Konsumen, Keterlibatan Konsumen, Komunikasi Pemasaran, Dan Saluran Distribusi Terhadap Perluasan Merek Mayora Di Surabaya

Noviana Noviana, Didit Darmawan

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Era globalisasi kemajuan teknologi dan data dapat mendorong pertumbuhan industri, sehingga perusahaan dapat mengelola risiko dan mempertahankan daya saing dengan lebih baik. Strategi yang efektif untuk menarik konsumen baru dan mempertahankan konsumen setia antara lain dengan menerapkan penawaran produk baru, meningkatkan kualitas produk, serta memenuhi kebutuhan dan keingan konsumen terhadap prpduk yang ditawarkan. Penelitian ini bertujuan untuk meneliti pengaruh kredibilitas merek, psikologi konsumen, keterlibatan konsumen, komunikasi pemasaran, dan saluran distribusi terhadap perluasan merek Mayora di Surabaya, penelitian ini menggunakan purposive sampling. Populasi yang digunakan adalah konsumen yang pernah mengkonsumsi produk dari merek Mayora Surabaya. Peneliti ini menggunakan 100 responden untuk melakukan penelitian. Penelitian ini menggunakan kuesioner yang disebarkan melalui Google form. Data yang terkumpul dianalisis menggunakan teknik analisis regresi linier berganda untuk menguji hipotesis penelitian. Berdasarkan penelitian yang telah dilakukan diperoleh persamaan regresi linier berganda. Berdasarkan hasil pengujian uji t dapat diketahui bahwa Kredibilitas Merek (X1), Psikologi Konsumen (X2), Keterlibatan Konsumen (X3), Komunikasi Pemasaran (X4), dan Saluran Distribusi (X5) memiliki pengaruh positif secara sigifikan terhadap Perluasan Merek (Y).


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Referensi


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DOI: https://doi.org/10.37531/yum.v8i1.8430

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