PENGARUH KETIDAKPUASAN KONSUMEN, KARAKTERISTIK KATEGORI PRODUK HP, TERHADAP KEPUTUSAN PERPINDAHAN MEREK PADA MAHASISWA REGULAR PROGRAM STUDI MANAJEMEN ANGKATAN 2014-2015 STIE “KBP” PADANG

Ari Anggara and Riri Mayliza

No yfuzh, OSF Preprints from Center for Open Science

Abstract: This study aimed to determine the effect of consumer dissatisfaction and characteristics of the product category hp to brand switching decision on a regular student workforce management courses 2014-2015 STIE "KBP" Padang. The variable in this study is the Consumer Dissatisfaction (X1), Characteristics Product Categories Hp (X2) and Decision Switching Brands (Y). The sample used is 56 students, the sampling technique uses saturated sampling method. Data collection used a questionnaire, while data analysis techniques were performed using multiple linear regression analysis. The results showed that the variable consumer dissatisfaction had a negative effect (-2.123 <2.021) and was significant (0.038 > 0.05) on the decision to move the brand. Variable characteristics of cellphone product characteristics have a negative effect (-1.013<2,021) and are not significant (0,316> 0,05) on brand transfer decisions. It is expected that the next researcher will be able to use research as a reference which will later provide a comparison in conducting further research. In terms of the number of variables, which in this study, the researchers only use three variables: Consumer Dissatisfaction and Characteristics Product Categories Hp as the dependent variable, and Decision Switching brands as independent variables. Thus, the next researcher can add other variables or intervening variables in the next research process.

Date: 2019-03-19
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:yfuzh

DOI: 10.31219/osf.io/yfuzh

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