PENGARUH CONSUMER PERCEPTION FIT DAN CORE BRAND ATTITUDE TERHADAP PURCHASE INTENTION PRODUK PERLUASAN MICROSOFT DI SURABAYA

Abstract

This research testing the influence od core brand attitude and consumer perception fit on purchase intention toward extended product Microsoft in Surabaya. Samples of study were selected using non- probability sampling especially convenience sampling and use 160 sample size. For data processing this research use Structural Equation Modeling (SEM) with LISREL 8.7 software. Result of this research is brand awareness and brand preference have significant and positive effect on Microsoft core brand image. Use Experience and core brand image have significant positive effect on Microsoft core brand attitude. Product connection have significant and positive effect on consumer perception fit of Microsoft. Brand association has no effect on consumer perception fit of Microsoft. Consumer perception fit and core brand attitude have significant and positive effect on purchase intention toward extended product Microsof