Factors affecting brand switching on Sunsilk Shampoo in Indonesia
| Main Authors: | Rina Adi Kristianti, Ruth Ruth |
|---|---|
| Format: | Article application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Karya Ilmiah Dosen Fakultas Ekonomi
, 2016
|
| Online Access: |
http://journal.tarumanagara.ac.id/index.php/kidea/article/view/2912 |
| ctrlnum |
article-2912 |
|---|---|
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<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><title lang="en-US">Factors affecting brand switching on Sunsilk Shampoo in Indonesia</title><creator>Rina Adi Kristianti</creator><creator>Ruth Ruth</creator><subject lang="en-US"/><subject lang="en-US"/><subject lang="en-US"/><description lang="en-US">This study attempts to explore the factors that influence brand switching of Sunsilk shampoo products in Indonesia Collecting data are using questionnaires on 150 respondents. The independent variables are consumer dissatisifaction, need of variety seeking, price, competitors' advertising, and availability of product. Results showed that consumer dissatisfaction, price and competitors' advertising have a significant positive effect on brand switching. Conversely availability of product has a signfficant negative effect on brand switching.</description><publisher lang="en-US">Karya Ilmiah Dosen Fakultas Ekonomi</publisher><contributor lang="en-US"/><date>2016-09-21</date><type>Journal:Article</type><type>File:application/pdf</type><identifier>http://journal.tarumanagara.ac.id/index.php/kidea/article/view/2912</identifier><source lang="en-US">Karya Ilmiah Dosen Fakultas Ekonomi; 2016: Karya Ilmiah Tahun 2016</source><language>eng</language><recordID>article-2912</recordID></dc>
|
| language |
eng |
| format |
Journal:Article Journal File:application/pdf File Journal:eJournal |
| author |
Rina Adi Kristianti Ruth Ruth |
| title |
Factors affecting brand switching on Sunsilk Shampoo in Indonesia |
| publisher |
Karya Ilmiah Dosen Fakultas Ekonomi |
| publishDate |
2016 |
| url |
http://journal.tarumanagara.ac.id/index.php/kidea/article/view/2912 |
| contents |
This study attempts to explore the factors that influence brand switching of Sunsilk shampoo products in Indonesia Collecting data are using questionnaires on 150 respondents. The independent variables are consumer dissatisifaction, need of variety seeking, price, competitors' advertising, and availability of product. Results showed that consumer dissatisfaction, price and competitors' advertising have a significant positive effect on brand switching. Conversely availability of product has a signfficant negative effect on brand switching. |
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Universitas Tarumanagara |
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JAKARTA BARAT |
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DKI JAKARTA |
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