Nurul Farida, - (2019) BRAND SWITCHING PENGGUNA SIM CARD SIMPATI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is a quantitative research that aims to determine the effect of price, advertising, and product attributes on brand switching. The population in this study were Simpati users in One Belpark Mall. The sample size was taken as many as 75 respondents, with a non probability sampling method with a purposive sampling method. Data collection is done through the distribution of questionnaires. The analysis technique used is the method of PLS (Partial Least Square) analysis with SmartPLS3.0 software. The results of this study indicate that (1) Price has a positive and significant influence on brand switching with path coefiient 0,558. (2) Advertising has a positive and significant to brand switching with path coefiient 0,948. (3) Product attributes has a negative and significant influence on brand switching with path coefiient -0,590.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1410111136] [Ketua Penguji: Pandapotan Simarmata] [Penguji I: Faisal Marzuki] [Penguji II/Pembimbing: Nobelson] |
| Uncontrolled Keywords: | Price, Advertising, Product Attributes, and Brand Switching. |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muamar Khadafi |
| Date Deposited: | 15 Apr 2019 08:08 |
| Last Modified: | 18 Apr 2019 01:49 |
| URI: | http://repository.upnvj.ac.id/id/eprint/125 |
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