Pengaruh Fungsi Merek Berupa Jaminan, Identifikasi Personal, dan Identifikasi Sosial Terhadap Respon Konsumen Produk Batik

Abstract

The purpose of this study to assess the effect of brand association, brand function based onconsumer response. Brand functions analyzed in this research are guarantees, personal identification and social identification. While consumer response variable here is the willingness to pay a premium price. Multiple linear regression analysis was used toanalyze the effect of each variable on the consumer response. The results showed that two factors in the form of collateral and personal identification positive effect on the response of consumers to pay a premium
price but a factor of social identification found no effect.

Keywords: brand association, guarantees, personal identification and social identification