PENGARUH KUALITAS PRODUK dan HARGA TERHADAP KEPUTUSAN BRAND SWITCHING PADA PAKAN AYAM PETELUR CHAROEN POKHPAND 124P KE KLKS 36 SPR JAPFA COMFEED (Studi Pada Pelanggan UD. Surya Farm dan PT. Sumber Kelapa Rissa Mandiri di Magetan)
Abstract: The domestic animal
feed industry plays an important role in supporting livestock business in providing
the availability of meat and derivative products to the community as an
additional source of protein. Feed has a contribution of 70% of the total cost
of livestock production. The company is required to provide products with the
quality and price expected by breeders. The purpose of this study is to analyze
and discuss the effect of product quality and price on the decision to switch
livestock breeding layer 124P Charoen Phokpand to KLKS 36 SPR Japfa Comfeed.
This research was conducted on UD customers. Surya Farm and PT. Sumber Kelapa
Rissa Mandiri in Magetan. Respondents in this study were customers who had
bought and used animal feed product Charoen Phokpand 124P and then switch
brands to KLKS 36 SPR japfa comfeed, male and female age 25-45 years, with the
number of respondents as much as 73 respondents. Data analysis using multiple
linear regression with SPSS help. The results showed that product quality had a
positive effect on brand transfers, and price had a positive effect on brand
transfer decisions.
Keywords: Product Quality,
Price, Brand Switching
Penulis: NANDA SURYA NOVIANTO
Kode Jurnal: jpmanajemendd180453
