<![CDATA[The competition in dental and oral care products industry is increasing over time.Therefore, companies must have new strategies in marketing their products, for exampleby brand extension. The purpose of this study is to determine the effect of attitudes towardsbrand extension towards buying interest in Pepsodent toothbrush products in Semarang.The population in this study are Pepsodent consumers in Semarang who usetoothbrush products and other products from Pepsodent. The number of samples used was209 people who were selected using purposive sampling through a questionnaire. The dataobtained is then analyzed using the AMOS program.The results of the study showed that familiarity and perceived fit variables had apositive effect on attitudes toward brand extension. While the perception of quality andinnovativeness variables have no effect on the attitude towards brand extension variable.And the dependent variable, attitude towards brand extension has an effect on purchaseintention. The most influential process for increasing consumers purchase intention inPepsodent toothbrush products is by increasing perceived fit that affect attitudes towardbrand extension which will increase purchase intention.]]>
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