#TITLE_ALTERNATIVE#

• Main Author: Miranda Tarigan 29007017, Mila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/13034
• Institution: Institut Teknologi Bandung

Demand of organic product has been growing substantially both domestic and <br /> <br /> <br /> <br /> <br /> <br /> international markets. Moreover, the existence of Indonesia government <br /> <br /> <br /> <br /> <br /> <br /> support through “Go Organic 2010” mission makes organic food as an <br /> <br /> <br /> <br /> <br /> <br /> interesting topic to be discussed recently and become evident to be <br /> <br /> <br /> <br /> <br /> <br /> investigated. Regarding previous studies in organic food area, most of the <br /> <br /> <br /> <br /> <br /> <br /> researchers had investigated about factors driving consumers’ behavior <br /> <br /> <br /> <br /> <br /> <br /> toward buying organic food and profiling organic conscious consumer based <br /> <br /> <br /> <br /> <br /> <br /> on demographic factor. Whereas, a research that considering brand extension <br /> <br /> <br /> <br /> <br /> <br /> concept in investigating consumers’ attitude and intention to buy organic food <br /> <br /> <br /> <br /> <br /> <br /> has not been discover. Thus, the author aim to fill this gap through answered <br /> <br /> <br /> <br /> <br /> <br /> this research question as follow: “What is consumers’ attitude toward organic <br /> <br /> <br /> <br /> <br /> <br /> food in both context of brand extension (unfit and fit association)? And <br /> <br /> <br /> <br /> “Does their attitude correlate with their intention to buy?”. Before and after <br /> <br /> <br /> <br /> <br /> <br /> (pre and post test) type of experimental design was used to test the research <br /> <br /> <br /> <br /> <br /> <br /> hypothesis. The experiment was conducted two times since in the first <br /> <br /> <br /> <br /> <br /> <br /> experiment, there was misperception of subjects in treatment group 2 toward <br /> <br /> <br /> <br /> <br /> <br /> the stimulus so that obscured the independent variable. Besides, we <br /> <br /> <br /> <br /> <br /> <br /> conducted preliminary experiment before the second experiment held. <br /> <br /> <br /> <br /> <br /> <br /> Additionally, exploration study which aim to identified important criteria of <br /> <br /> <br /> <br /> <br /> <br /> milk according to consumers was required before conducted the first <br /> <br /> <br /> <br /> <br /> <br /> experiment. Then, the screening process was conducted to obtain organic <br /> <br /> <br /> <br /> <br /> <br /> conscious consumers that would be participated as subjects in the experiment. <br /> <br /> <br /> <br /> <br /> <br /> After conducting the second experiment, exploration study was required to <br /> <br /> <br /> <br /> <br /> <br /> provide additional explanation for the experiment questionnaires results. <br /> <br /> <br /> <br /> <br /> <br /> There were 33 persons attended in the first experiment whereas in the second <br /> <br /> <br /> <br /> <br /> <br /> experiment, there were 43 persons out of 100 persons invited were <br /> <br /> <br /> <br /> <br /> <br /> participated as subjects. Subjects were randomly assigned in to two treatment <br /> <br /> <br /> <br /> <br /> <br /> group. Control technique required in the experiment was achieved in some <br /> <br /> <br /> <br /> <br /> <br /> ways, such as: matching the subjects and assigned them randomly in to two <br /> <br /> <br /> <br /> <br /> <br /> 1 <br /> <br /> <br /> <br /> <br /> <br /> treatment groups, selected the same condition of classroom for each group, <br /> <br /> <br /> <br /> <br /> <br /> and assuming price and availability variable are constant. Stimulus in both <br /> <br /> <br /> <br /> <br /> <br /> treatment groups were given through written media (power point slide and <br /> <br /> <br /> <br /> <br /> <br /> flyer). The data collected from the questionnaire was processed using SPSS <br /> <br /> <br /> <br /> <br /> <br /> 16.0 and it is found that brand extension (unfit and fit association) as the <br /> <br /> <br /> <br /> <br /> <br /> stimulus in the experiment did not influence consumers’ attitude toward <br /> <br /> <br /> <br /> <br /> <br /> organic food. Thus, H1a and H1b are not supported. Then, the consumers’ <br /> <br /> <br /> <br /> <br /> <br /> attitude correlated with their intention to buy, so that H2a and H2b are <br /> <br /> <br /> <br /> <br /> <br /> supported. Based on the exploration study conducted after the experiment, <br /> <br /> <br /> <br /> <br /> <br /> subjects reported that there were some factors that they are more concerned <br /> <br /> <br /> <br /> <br /> <br /> to, such as: taste of milk, price, benefit of the product, and brand image. <br /> <br /> <br /> <br /> <br /> <br /> Besides, the condition between non organic parent brand and organic brand <br /> <br /> <br /> <br /> <br /> <br /> extension are not perceived by the subjects in treatment group 1 as unfit <br /> <br /> <br /> <br /> <br /> <br /> association that could influence their attitude since the parent brand and its <br /> <br /> <br /> <br /> <br /> <br /> extension are in the same product category. Nevertheless, the author noticed <br /> <br /> <br /> <br /> <br /> <br /> that attention blocking was occurred in the experiment so that contributes to <br /> <br /> <br /> <br /> <br /> <br /> the unsupported hypothesis.