Hafizh, Muhammad (2020) PENGARUH KETIDAKPUASAN KONSUMEN, PERSEPSI HARGA ATRIBUT PRODUK, DAN WORD OF MOUTH TERHADAP BRAND SWITCHING PADA PRODUK SMARTPHONE SAMSUNG DI KOTA SEMARANG. Undergraduate thesis, Universitas Stikubank.
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Abstract
Handphone adalah salah satu alat komunikasi yang semakin berkembang dan terus di perbarui. Samsung adalah perusahaan smartphone yang cukup besar. Dalam setiap inovasi, samsung selalu menghasilkan produk smartphone yang berkualitas dan layak di konsumsi oleh masyarakat luas. Tujuan penelitian ini untuk menganalisis secara parsial, pengaruh Ketidakpuasan Konsumen, Word Of Mouth, Atribut Produk, dan Presepsi Harga terhadap Brand Switching pada Produk smartphone Samsung di Kota Semarang. Jenis data yang digunakan adalah data primer menggunakan kuesioner. Obyek penelitian dalam penulisan ini adalah konsumen smartphone Samsung Di Kota Semarang, teknik pengambilan sampel menggunakan purposive sampling. Data yang terkumpul dianalisis dengan menggunakan analisis faktor untuk menguji validitas dan reliabilitas kuesioner. Pengujian hipotesis parsial dianalisis menggunakan linear berganda untuk mengetahui besarnya pengaruh secara parsial variabel bebas terhadap variabel terikat. Hasil analisis dan pembahasan menunjukkan bahwa ketidakpuasan konsumen berpengaruh positif terhadap brand switching; persepsi harga tidak berpengaruh terhadap brand switching; atribut produk berpengaruh negatif terhadap brand switching dan word of mouth berpengaruh positif terhadap brand switching. ABSTRACT The purpose of this study was to analyze the Effects of Consumer Dissatisfaction, Price Perceptions, Atri but Products, and Word of Mouth of Brand Switching on Samsung Smartphone Products in the City of Semarang . The type of data used is primary data using a questionnaire and processed with the help of SPSS V.23. The object of research in this paper is Samsung smartphone consumers in Semarang, which numbered 100 respondents with a sampling technique that is purposive sampling. The collected data were analyzed using factor analysis to test the validity of question items, reliability testing using the Cronbach alpha formula, and hypothesis testing using multiple linearity to test the magnitude of influence partially or simultaneously independent variables on the dependent variable. The results of the analysis and discussion show that dissatisfaction has a positive effect on brand switching ; price perception has no effect on brand switching; product attributes has negative effect on brand switching and word of mouth has positive effect on brand switching.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1752 NIM 16.05.51.0212 |
| Uncontrolled Keywords: | Kata Kunci : Ketidakpuasan Konsumen, Persepsi Harga, Atribut Produk, Word Of Mouth dan 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: | 09 Nov 2020 07:26 |
| Last Modified: | 09 Nov 2020 07:26 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7404 |
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