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 |
Daftar Isi:
- 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.