PENGARUH KETIDAKPUASAN KONSUMEN, PERSEPSI HARGA DAN KEBUTUHAN MENCARI VARIASI TERHADAP KEPUTUSAN PERPINDAHAN MEREK
| Main Author: | FELISIA, FELISIA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2017
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/2090/1/PENGARUH%20KETIDAKPUASAN%20KONSUMEN%2C%20PERSEPSI%20HARGA%20DAN%20KEBUTUHAN%20MENCARI%20VARIASI%20TERHADAP%20KEPUTUSAN%20PERPINDAHAN%20MEREK.pdf https://eprints.untirta.ac.id/2090/ |
Daftar Isi:
- This study aims to analyze the effect of dissatisfaction of customer, perceived price and variety seeking behaviour on brand switching decision (study case of Samsung smartphone user switch to OPPO smartphone at Serang City). In this study, there are four variables namely dissatisfaction of customer (X1) perceived price (X2) variety seeking behaviour (X3) and brand switching decision (Y). This study use formula of purposive sampling involved 100 respondents made sample. To obtain accurate result in this study using data source from questionnaires, interviews and literature study. This research uses descriptive method, data analysis instrument test, classical assumption test, multiple regression analysis and t test with SPSS version 20 calculation. The result of this study show that (1) there is positive but insignificant influence between dissatisfaction (X1) to brand switching decision (Y) with t-count (1,723) < t-table (1,98472) and significant (0,088 > 0,05). (2) there is positive and significant influence between perceived price (X2) to brand switching decision (Y) with t-count(2,653) > t-table (1,98472) and significant (0,009 < 0,05). (3) there is positive and significant influence between variety seeking behaviour (X3) to brand switching decision (Y) with t-count (5,129) > t-table (1,98472) and significant (0,000 < 0,05).