ANALISIS PERILAKU BRAND SWITCHING PRODUK AIR MINUM MINERAL DI DAERAH ISTIMEWA YOGYAKARTA
ABSTRACT: This research
purpose for identify factor of influence brand switching behaviour of mineral
water product in Daerah Istimewa Yogyakarta. This samples using purposive
sampling methode with total sample 179 respondents. This research doing in five
area in Daerah Istimewa Yogyakarta, i.e. Sleman, Kulon Progo, Bantul, Gunung
Kidul, and Kodya Yogyakarta.
This research using tools multiple regression analysis methode. Th e test
result of partial regression coefficient founding brand swirching behaviour of
mineral water product influenced four factors from eight factors in research.
Four factor influence, i. e. price, core service failure, service encounter
failure, and ethical problem. Afterwards, four factor not influence brand
switching behaviour of mineral water product in DIY, i.e. inconvenience,
employee responses to ser-vice failures, attraction by competitor and involuntary
switching. The test result of all at once founding all factor significant together
influence brand switching behaviour of mineral water product in DIY. Eight factor
mentionedbe able explain brand swithing variable 54,6% and than remainded 45,4%
caused of other variable of not include in this models.
Keywords: Brand
Switching,Variety Seeking Price, Core Service Failure, Service Encounter
Failure, Ethical Problems, Inconvenience, Employee Responses to Service
Failures, Attractions by Competitor, Involun-tary Switching
Penulis: Tina Sulistiyani
Kode Jurnal: jpmanajemendd060050
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