Sensitivity Analysis of Consumer Response Towards Lni Extension of Sampoerna Products With Hoe and CSI Approaches

DOI

10.2991/assehr.k.201014.166How to use a DOI?

Keywords

Sensitivity, Costumer Response, Line extension, Hierarchy of Effects, Consumer Satisfaction Index

Abstract

X Cigarette is the result of lini extension by PT. HM Sampoerna Tbk of old products, namely XA. This extension must be affected the consumer. The consumer or even the market would give their interest, trust or probably purchase for XA cigarette. This research is intended to know how sensitive will the consumer respons to this extension. The variable respons are Awarness, Knowledge, Liking, Preference, conviction, and Purchase. The respondent from this research is the user who use X cigarette and XA cigarette for at least once. This research is using Hierarchy of Effects and Consumer Satisfaction index methods prosessed by using SPSS software. The results showed the sensitivity value consumer response to the line extension Sampoerna products is 2,63 and the value of the Customer Satisfaction Index (CSI) is 0,78 which means it has to be improved in order to get a maximum value

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Olivia Cindy Pramita
AU  - Minto Waluyo
PY  - 2020
DA  - 2020/10/15
TI  - Sensitivity Analysis of Consumer Response Towards Lni Extension of Sampoerna Products With Hoe and CSI Approaches
BT  - Proceedings of the 3rd International Conference on Social Sciences (ICSS 2020)
PB  - Atlantis Press
SP  - 767
EP  - 770
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201014.166
DO  - 10.2991/assehr.k.201014.166
ID  - Pramita2020
ER  -