Choerunisa, Endah Febrya (2020) PENGARUH CITRA MEREK, WORD OF MOUTH, PERSEPSI HARGA, DAN KETIDAKPUASAN KONSUMEN TERHADAP PERILAKU BRAND SWITCHING (Studi Pada Konsumen Lipstick Maybelline di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Brand switching adalah pola pembelian yang ditandai dengan pergantian dari satu merek ke merek yang lain. Brand switching dapat diartikan dimana seorang konsumen atau sekelompok konsumen berpindah kesetiaan dari satu merek produk ke merek produk yang lainnya. Brand switching juga dapat tejadi karena pengalaman dari konsumen saat memakai produk merek tertentu yang memunculkan sebuah penilaian konsumen terhadap merek tersebut, konsumen puas atau tidak puas dengan merek tersebut dapat menyebabkan konsumen tersebut tetap setia dengan merek tersebut atau lebih memilih berpindah ke merek yang lain untuk mendapatkan kepuasan terhadap diri sendiri. Penelitian4ini bertujuan untuk menganalisis pengaruh citra merek, word of mouth, persepsi harga, dan ketidakpuasan konsumen terhadap perilaku Brand Switching. Populasi dalam penelitian ini adalah konsumen yang pernah membeli dan menggunakan lipstick Maybelline di kota Semarang. Jumlah sampel yang digunakan dalam4penelitian ini sebanyak 1000orang. Pengumpulan data dilakukan denganmkuesioner dan menggunakan teknik purposivegsampling. Teknik analisis data yang digunakan adalah analisis regresi linier berganda. HasilMpenelitian menunjukkan bahwa citra merek berpengaruh negatif dan signifikan terhadap6brand switching, word of mouth berpengaruhhnegatif dan signifikan terhadapybrand switching, persepsi hargahberpengaruh negatif dan signifikan terhadap brand switching, ketidakpuasan konsumen berpengaruh positif dan signifikan terhadap brand switching. ABSTRACT Brand switching is a buying pattern characterized by a change from one brand to another. Brand switching can be defined as where a consumer or a group of consumers moves loyalty from one product brand to another. Brand switching can also occur because of the experience of consumers when using a particular brand's product that raises a consumer assessment of the brand, consumers are satisfied or dissatisfied with the brand, which can cause these consumers to remain loyal to the brand or prefer to switch to another brand to get self-satisfaction. This study aims to analyze the effect of brand image, word of mouth, price perception and cunsomer dissatisfaction on brand switching behavior. The population in this study4were consumers who have ever existed buy and use Maybelline lipstick in Semarang city. The number ofhsamples used in this study were 100 people. Data collection was7carried out with a questionnaire with a6purposive sampling technique. The data5analysis technique used is multiple linear regression analysis. The results8showed that brand image had a negative and significant effect on brand switching, word of mouth had a negative and significant effect on brand switching, price perception8had a negative and significant effect9on brand switching, consumer dissatisfaction had a positive and significant effect on brand switching.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1730 NIM 16.05.51.0114 |
| Uncontrolled Keywords: | Kata Kunci : Citra Merek, Word of Mouth, Persepsi Harga, Ketidakpuasan Konsumen, Brand Switching |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 05 Nov 2020 04:01 |
| Last Modified: | 05 Nov 2020 04:01 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7309 |
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