PENGARUH ATRIBUT PRODUK, HARGA DAN KEBUTUHAN MENCARI VARIASI TERHADAP KEPUTUSAN PERPINDAHAN MEREK BAKMI MEWAH DI KOTA MALANG (Studi di Kecamatan Lowokwaru Kota Malang)
| Main Author: | Krisdiantoro, Heri |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
|
| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/39760/1/Pendahuluan.pdf http://eprints.umm.ac.id/39760/2/BAB%20I.pdf http://eprints.umm.ac.id/39760/3/BAB%20II.pdf http://eprints.umm.ac.id/39760/4/BAB%20III.pdf http://eprints.umm.ac.id/39760/5/BAB%20IV.pdf http://eprints.umm.ac.id/39760/6/BAB%20V.pdf http://eprints.umm.ac.id/39760/7/Lampiran.pdf http://eprints.umm.ac.id/39760/ |
Daftar Isi:
- This study aims to figure out the impact of product attribute, price, needs for variety on brand-switching decision and to know which dominant variable influencing brand-switching decision. This study was carried out by means of explanatory design with a quantitative approach. The population of this study was the community in Lowokwaru Sub-district, Malang Municipality who consumes instant noodles and starts switching into Bakmi Mewah. The sample was consumers over 17 years old. The data analysis technique used was Logistic Regression analysis. The findings showed that product attribute, price, needs for variety significantly influenced brand-switching decision. Further, price was the most dominant variable influencing brand-switching decision.