Pengaruh Citra Merek Dan Loyalitas Merek Terhadap Perluasan Merek (Penelitian Pada Produk Gatsby Face Wash Di Wilayah DKI Jakarta)

Abstract

Awareness of the importance of facial skin care is not only owned by women but also by men, or known as metrosexual men. PT. Mandom Indonesia. Tbk is one of the pioneer of men's cosmetics industry with its Gatsby brand. Gatsby successfully leads the top brand with its Gatsby hair oil products and extends the brand by launching Gatsby face wash. But the Gatsby face wash was unable to follow success like Gatsby hair oil. This study aims to determine the effect of brand image and brand loyalty to the extension of the brand Gatsby face wash in the area of Jakarta using 750 respondent. The results obtained from this study were analyzed using descriptive method, correlation, and structural equation modeling (SEM). The results of this study indicate that the Gatsby brand has a good image by customers and consumers loyal to the Gatsby brand; Brand image and brand loyalty are strongly influential on Gatsby face wash products; Brand image and brand loyalty have an influence on brand extension on Gatsby face wash products. But there are some indicators that make the strength of each variable to be weak. Keywords: brand image, brand loyalty, brand extension, Gatsby face wash