PENGARUH MENCARI VARIASI, KETIDAKPUASAN DAN KETIDAK TERSEDIAAN PRODUK TERHADAP PERPINDAHAN MEREK
Abstract: This
study aims to determine the effect variety seeking, dissatisfaction of previous
product, and the unavailability of products to brand switching. The sampling
method is using the Non-Probability Sampling with purposive sampling technique.
This study took a sample of 100 female students who ever make the switch from
local brands to import brands. Methods of data analysis is using multiple
linear regression. The results show the effect of variable X2 is
dissatisfaction have the greatest influence in the amount of 27.9% of the
variable displacement of the brand in the appeal seek variety and unavailability
of products. The limitations in this research are (1) Factors of dissatisfaction
can give a negative impact to the company; because consumers can give a
negative experience had to be told to others with or without asking; (2) The
company must have a quality standard to prevent of dissatisfaction. Implication
in marketing discussed.
Keywords:
Variation seeking, Brand switching, Cosmetics
Penulis: Dessy
Yunita dan Aslamia Rosa
