Analisis Pengaruh Perpindahan Merek Melalui Harga, Iklan, Dan Ketidakpuasan Konsumen
Year: 2016
Type: article
Study design: Observational Study
Abstract: The aim of this study was to investigate the influence of positive pricing, advertising, and consumer dissatisfaction against brand switching of courirer services company partially or simultaneously. The r esearch sample was determined using iterations formula method with a total of 118 respondents using Purposive Sampling. Methods of data collection using questionna ires that measured using a Likert scale. T he analyze percentage is using descriptive analysis and multiple regression analysis.The conclusions is the higher of price offered, the more likely consumers switch brands to PT JNE, increasingly active ads, the more likely consumers switch brands to PT JNE, and the higher level of consumers dissatisfaction, the more likely consumers switch to PT JNE.
Source: Management Analysis Journal
Authors: Budhi Ade Sulistyo, Ida Maftukhah
Institution: State University of Semarang
Language: Indonesian
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W2578887637