Pengaruh Ketidakpuasan Konsumen Dan Variety Seeking Behavior Terhadap Perpindahan Merek Kosmetik

Putri, Nurohmah Gesirusesa and -, Kussudyarsana, S.E., M.Si., Ph.D. (2019) Pengaruh Ketidakpuasan Konsumen Dan Variety Seeking Behavior Terhadap Perpindahan Merek Kosmetik. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effectiveness of consumer dissatisfaction and variety seeking behavior toward the cosmetic brand switching. The population was the Faculty students of Economics and Business, University of Muhammadiyah Surakarta who had used cosmetics. The sampling technique this study was non-probability by taking 130 respondents. The method that used to collect the data was field trip study in the form of a personal questionnaire. The analytical tool used in this study is multiple linear regression. The results obtained in this study has several findings, firstly, consumer dissatisfaction has a significant effect on the cosmetic brands switching and the second is the variety seeking behavior has a significant effect on the cosmetic brand switching.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Consumer Dissatisfaction, Variety Seeking Behavior, and Brand Switching
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NUROHMAH GESIRUSESA PUTRI
Date Deposited:	25 Jul 2019 08:40
Last Modified:	25 Jul 2019 08:40
URI:	http://eprints.ums.ac.id/id/eprint/74750

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