Dolly Van Sander Silalahi, . (2024) PENGARUH HARGA, PROMOSI, DAN KETIDAKPUASAN TERHADAP BRAND SWITCHING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Modern consumers who are increasingly intelligent and critical, driven by access to technology-based information, demand transparency and innovation. This forces businesses to adapt to meet high expectations while facing challenges in the form of decreased consumer loyalty and increased potential for brand switching.This study aims to determine the effect of price, promotion, and dissatisfaction on brand switching. This study uses a quantitative approach with a sample of telecommunication provider service users in the DKI Jakarta area. Respondents were selected using simple random sampling technique with a total sample of 175 people. Hypothesis testing was carried out through the Structural Equation Modeling (SEM) method which was analyzed using SmartPLS 4.0 software. The research findings reveal that: (1) Price affects brand switching, (2) Promotion affects brand switching, and (3) Dissatisfaction also affects brand switching.This research confirms the importance of understanding consumer behavior as a reference for various parties, including business people, academics, and policy makers, in developing strategies to manage customer loyalty and reduce the potential for brand switching. A more comprehensive understanding of consumer behavior is expected to encourage more informed decision making in the midst of dynamic market competition.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil : 2110111256] [Ketua penguji : Diana Triwardhani] [Penguji 1 : Lina Aryani] [Penguji 2 (Pembimbing) : Miguna Astuti] |
| Uncontrolled Keywords: | Price, Promotion, Dissatisfaction, Brand Switching |
| Subjects: | H Social Sciences > HB Economic Theory L Education > LB Theory and practice of education L Education > LB Theory and practice of education > LB2361 Curriculum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | DOLLY VAN SANDER SILALAHI |
| Date Deposited: | 17 Jan 2025 12:37 |
| Last Modified: | 03 Mar 2025 01:18 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34879 |
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