Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal DIJB (Diponegoro International Journal of Business)
Winson Sinurat
Universitas Diponegoro
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The effects of brand equity, price, and brand proliferation on new product performance through product trial: evidence from FMCG industry in Indonesia Winson Sinurat; I Made Bayu Dirgantara
Diponegoro International Journal of Business Vol 4, No 1 (2021)
Publisher : Department of Management | Faculty of Economics and Business | Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/dijb.4.1.2021.58-68

Abstract

Business competition in fast-moving consumer goods (FMCG) products in Indonesia has increased due to industry growth in this sector. Companies must create new marketing strategies to maintain and gather a broader market share. The purpose of this study is to analyze the effects of brand equity, price, and brand proliferation on new product performance of FMCG products through product trial. This study uses quantitative analysis, which uses data analysis tools SPSS 26) to analyze the data with PROCESS macro analysis to analyze the mediator variables. This study showed that brand equity, product quality, and brand proliferation had a positive and significant effect on new product performance. The PROCESS analysis results also show mediating effects between brand equity, price, and brand proliferation on new product performance through product trial. These results also show that brand equity, price, and brand proliferation can predict new product performance in the FMCG industry in Indonesia.
Co-Authors I Made Bayu Dirgantara