Pengaruh consumer dissatisfaction, kualitas produk, variety seeking dan harga terhadap brand switching pada Samsung smartphone ke merek lain

Anggi, Chintia (2021) Pengaruh consumer dissatisfaction, kualitas produk, variety seeking dan harga terhadap brand switching pada Samsung smartphone ke merek lain. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh consumer dissatisfaction, kualitas produk, variety seeking, dan harga terhadap keputusan brand switching pada Samsung smartphone ke merek lain. Pengujian ini dilakukan pada konsumen yang pernah menggunakan smartphone Samsung yang kemudian melakukan perpindahan merek ke merek lain. Kerangka konseptual pada peneltian ini merupakan replikasi eksentensi penelitian sebelumnya. Tipe penelitian ini menggunakan tipe penelitan kuantitatif dengan unit analisis konsumen yang pernah menggunakan smartphone Samsung dan berpindah merek. Pada penelitian ini jumlah sampel ditentukan menggunakan rumus Chocrans dengan metode pengumpulan sampel menggunakan purposive sampling. Data penelitian ini diperoleh dengan cara penyebaran kuesioner secara online menggunakan Google-Forms. Kuesioner penelitian ini menggunakan perhitungan skala Likert (1-5). Analisis data pada penelitian ini menggunakan metode PLS-SEM. Penelitian ini akan melakukan pengujian terhadap 4 hipotesis. Dari hasil olah data dan pengujuan ditemukan hasil bahwa consumer dissatisfaction, kualitas produk, variety seeking dan harga berpengaruh positif dan signifikan terhadap keputusan brand switching./ The purpose of this study to determine and examine the influence of consumer dissatisfaction, product quality, variety seeking, and price on brand switching decisions on Samsung smartphones to other brands. This test is carried out on consumers who have used Samsung smartphones and then switch brands to other brands. The conceptual framework in this study is a extension replication of previous research. This research uses a quantitative research type with an analysis unit of consumers who have used Samsung smartphones and switch brands. In this study, the number of samples was determined using the Cochran’s formula with the method of collecting samples using purposive sampling. The research data was obtained by distributing online questionnaires using Google-Forms. This research questionnaire uses Likert scale (1-5). Data analysis in this study used the PLS-SEM method. This research will test 4 hypotheses. From the results of data processing and testing, it was found that consumer dissatisfaction, product quality, variety seeking and price had a positive and significant effect on brand switching decisions.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Anggi, ChintiaNIM01011180357Chintia.anggi45@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAchmadi, HendraNIDN0321067002hendra.achmadi@uph.edu
Uncontrolled Keywords: Consumer dissatisfactiom; Kualitas produk; Variety seeking; Harga; Brand switching; Consumer dissatisfaction; Product quality; Variety seeking; Price; Brand switching
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 14834 not found.
Date Deposited: 11 Jan 2022 08:30
Last Modified: 23 Feb 2022 03:11
URI: http://repository.uph.edu/id/eprint/44245

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