Filma margarine as one of brand extension that Sinar Mas ........

Filma margarine as one of brand extension that Sinar Mas Group Ltd from old product Filma cooking oil. If brand extension have been done is not exact it will be to threten previously product. The success of Filma cooking oil in the market make possible to trigger consumer to buy Filma margarine. To based on his background then examination to known how big the sensitivity and consumer respond toward brand extension to Filma margarine in Surabaya. The result of examination shows sensitivity consumer respond for brand extension from Filma cooking oil to Filma margarine is 5,86. Calculation the change of brand extension stimuli from cooking oil to margarine based on product atribute and phase from hierarchial of effect show positive score 71. Positive sign show that answering score from Filma margarine higher than or bigger than Filma cooking oil. It?s mean stimuli for Filma margarine have been good responded by consumer. Abstract in Bahasa Indonesia : Keberhasilan minyak goreng merek Filma di pasaran dapat memicu konsumen untuk juga membeli margarine merek Filma. Margarine merek Filma merupakan hasil perluasan merek (brand extension) yang dilakukan oleh PT. Sinar Mas Group dari produk lama minyak goreng Filma. Penelitian ini bertujuan mengetahui seberapa besar tingkat sensitivitas respon konsumen terhadap kehadiran margarine merek Filma. Hasil penelitian menunjukkan sensitivitas respon konsumen terhadap brand extension dari minyak goreng menjadi margarine adalah 5,86 yang termasuk dalam kategori sensitif. Perubahan stimuli perluasan merek (brand extension) dari minyak goreng ke margarine Filma berdasarkan atribut produk dan tahapan hierarchi of effect menunjukkan nilai positif 71. Nilai positif ini menunjukkan bahwa stimuli yang melekat pada margarine Filma mendapat respon lebih tinggi dari para konsumen dibandingkan dengan minyak goreng Filma yang telah ada sebelumnya. Kata kunci: sensitivitas, respon, perluasan merek.

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