PENGARUH KETIDAKPUASAN KONSUMEN, KEBUTUHAN MENCARI VARIASI DAN PROMOSI PENJUALAN PADA KEPUTUSAN PERPINDAHAN MEREK PRODUK KARTU PRABAYAR GSM
| Main Authors: | , Uturestantix, SE., , Dr. BM. Purwanto, MBA. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2011
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/89212/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51498 |
Daftar Isi:
- This study aims to examine the effect of consumer dissatisfaction, variety seeking and sales promotions on brand switching. This research also aims to test the effect of moderating variables variety seeking on the relationship of consumer dissatisfaction influence on brand switching. The object of this research is the product brand GSM prepaid cards. This research was conducted by survey method by distributing questionnaires to the respondents are students at the University of Gadjah Mada in Yogyakarta. The sample size of this study of 240 respondents. Data analysis was performed using logistic regression analysis and subgroup analysis with SPSS Release 11.5. The results found that consumer dissatisfaction and sales promotion are significantly positive effect on brand switching. The variety seeking moderate the relationship of consumer dissatisfaction influence on brand switching, the effect of the varietyseeking as moderating variables influence the relationship weakened consumer dissatisfaction at the brand switching.