PENGARUH VARIETY SEEKING BEHAVIOUR, PRICE DAN WORD OF MOUTH TERHADAP BRAND SWITCHING
| Main Author: | Dharmawan, Dicky |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2017
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/2121/1/PENGARUH%20VARIETY%20SEEKING%20BEHAVIOUR%2C%20PRICE.pdf https://eprints.untirta.ac.id/2121/ |
Daftar Isi:
- This study aims to determine the influence of variety seeking behaviour, price and word of mouth on brand switching decision (a study on tea drink in packs ready to drink Teh Botol Sosro to Teh Pucuk Harum at Tangerang City in 2017) In this study, there are four variables namely variety seeking behaviour (X1) price (X2) and word of mouth (X3) and brand switching decisions (Y). This study uses purposive sampling formula with the number of 100 respondents who were sampled. To obtain accurate results in this study using data sources obtained from questionnaires, interviews and literature study. This research uses descriptive method, data analysis instrument test, classical assumption test, multiple regression analysis and hypotesis test (t test) by using SPSS version 20 calculation. The results of this study show that (1) there is a positive but insignificant influence between variety seeking behaviour (X1) to brand switching decisions (Y) with t – count value (1,687) < t – tabel (1,984723) and significance value 0,095 > α (0,05). (2) there is positive but insignificant influence between price (X2) to brand switching decisions (Y) with t – count value (0,456) < t – table (1,984723) and significance value 0,650 > α (0,05). (3) there is positive but insignificant influence between word of mouth (X3) to brand switching decisions (Y) with t – count value (1,025) < t –table (1,984723) and significance value 0,308 > α (0,05).