ANALISIS FAKTOR PERPINDAHAN MEREK (BRAND SWITCHING) YANG DILAKUKAN OLEH KONSUMEN PADA PRODUK AIR MINUM DALAM KEMASAN (AMDK) GALON MEREK AQUA
Daftar Isi:
- This research is motivated by the declining market share of AQUA bottled water. One of the studies said that one of the causes of a decrease in the market share of a product is the switch of consumers to other brands. For this reason, the aim of this research is to see what factors that make consumers move to other brands and to see what factors are the most dominant causes of consumers to change brands from AQUA bottled water. This study took a sample of 50 respondents who made a brand switch. This research is located in Karangrejo, Semarang. The number of variables studied is 12 variables. The quantitative analysis used is factor analysis. The data is processed using SPSS 16.0 For Windows. The results of this study indicate that 10 of 21 variables were analyzed with a factor analysis model which is the factors that influence brand switching by consumers. These factors consist of 3 factors: quality decreases factor, the price does not match the quality factor and bad issue factcor. Of the three factors, the most dominant factor that affecting brand switching is quality decreases factor. Keywords: brand switching, bottled water.