THE INFLUENCE OF BRAND EXTENSION TOWARD PURCHASE INTENTION FOR BEAUTY PRODUCTS ("A STUDY CASE OF POND'S IN JAKARTA")

Abstract

The objective of this research is to analyze the influence of brand extension toward purchase intention for Pond’s beauty products. Quantitative approach is used in this research. Quantitative approach includes validity and reliability test, weighted mean, the classic assumption test and multiple regression analysis to test the hypothesis through T-test, F-test and coefficient of determination (R²). The research is focused on consumer of Pond’s in Jakarta who currently using or ever used Pond’s face wash and never use Pond’s beauty products. In this research, data were collected through questionnaire to 125 respondents and additional 30 respondents for the pre-test using purposive sampling method. The result of the analysis found that from the four dimensions of brand extension, perceived risk, consumer perception fit, and consumer innovativeness has partial significant influence toward purchase intention, but reputation has no partial significant influence toward purchase intention. Then, through the F test, it can be concluded that there is simultaneous significant influence of perceived risk, consumer perception fit, reputation and consumer innovativeness toward purchase intention.