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PENGARUH KETIDAKPUASAN KONSUMEN DAN KARAKTERISTIK KATEGORI PRODUK TERHADAP KEPUTUSAN PERPINDAHAN MEREK DENGAN KEBUTUHAN MENCARI VARIASI SEBAGAI VARIABEL MODERASI

Buletin Studi Ekonomi

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Title PENGARUH KETIDAKPUASAN KONSUMEN DAN KARAKTERISTIK KATEGORI PRODUK TERHADAP KEPUTUSAN PERPINDAHAN MEREK DENGAN KEBUTUHAN MENCARI VARIASI SEBAGAI VARIABEL MODERASI
 
Creator Suharseno, Teguh
Hidayat, Riskin
Liana Dewi, Dian Ayu
 
Subject consumer dissatisfaction, product characteristics, the need for variation, and brand switching.
 
Description Abstract : The Influence of Consumer Dissatisfaction and Product Category and Characteristics to Switch Brand Decision with The Needs to Find Variation as Moderating Variable.This study aims to identify the influence of consumer dissatisfaction and product characteristics to brand switching mobile phones with need for variation as moderating variable. Data were processed and analyzed using the Moderated Regression Analysis (MRA). Hypothesis testing using t test and determination with a significance level of 5%. Product Moment formula and Cronbach Alpha of consumer choice use for measuring the validity and reliability. These results indicate that consumer dissatisfaction and characteristics of the product category significant and positively effect the consumers in making decisionson brand switching mobile phone products, as well as the need for variation can moderate the influence of consumer dissatisfaction and the characteristics of the product category brand switching decisions on mobile phone products.
 
Publisher Buletin Studi Ekonomi
 
Date 2014-01-12
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ojs.unud.ac.id/index.php/bse/article/view/7793
 
Source Buletin Studi Ekonomi; VOL.18.NO.2.AGUSTUS 2013. (PP 85-190)
Buletin Studi Ekonomi; VOL.18.NO.2.AGUSTUS 2013. (PP 85-190)
2580-5312
1410-4628
 
Language eng
 
Relation https://ojs.unud.ac.id/index.php/bse/article/view/7793/5878