Faktor-Faktor Yang Mempengaruhi Perilaku Brand Switching Dalam Pembelian Produk Handphone

Niawati, Septi and , Kussudyarsana, S.E., M.Si., Ph.D. (2019) Faktor-Faktor Yang Mempengaruhi Perilaku Brand Switching Dalam Pembelian Produk Handphone. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The aims of this research are to analyze the factor that are improve of brand switching behavior in purchasing handphone. The population of this research were all the people that used handphone with the various brands. The sampling technique that are used in this research was convenience sampling with 136 respondence. The method of collection data that was used in research through field study is personal questionnaire. The tool to analyze this research is multiple linier regression. The results showed that: (1) the promotion of pesaig products had a positive and significant effect on brand switching in purchasing Mobile products, this was evidenced from the significance value of 0.040 <0.05 and the coefficient of 0.156, (2) the competitiveness of the product towards brand switching in purchasing Handphon products, this is evidenced from the significance value of 0,000 <0,05 and regression coefficient of 0,336, (3) competitor product quality has a positive and significant effect on brand switching in purchasing Mobile products, this is evidenced by the significance amounting to 0.014 <0.05 and the regression coefficient of 0.212.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Promotion ofCompetitive Products, Competitive Product Prices, Competitive Product Quality, and Brand Switching.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SEPTI NIAWATI
Date Deposited:	24 Jul 2019 04:38
Last Modified:	24 Jul 2019 04:38
URI:	http://eprints.ums.ac.id/id/eprint/74639

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