PENGARUH KETIDAKPUASAN KONSUMEN, KEBUTUHAN MENCARI VARIASI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PERPINDAHAN MEREK (BRAND SWITCHING) (Studi Kasus Pada Mantan Pengguna Handphone Smartfren Di Wilayah Kecamatan Kebon Jeruk Jakarta Barat)

KURNIAWAN, GONIH (2019) PENGARUH KETIDAKPUASAN KONSUMEN, KEBUTUHAN MENCARI VARIASI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PERPINDAHAN MEREK (BRAND SWITCHING) (Studi Kasus Pada Mantan Pengguna Handphone Smartfren Di Wilayah Kecamatan Kebon Jeruk Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Consumer Dissatisfaction, the Need to Find Variations, and Product Quality on Brand Transfer Behavior from smartfren mobile phones to other mobile phone brands. Data was collected through 140 respondents who had used smartphones and then switched their brands to other mobile phones. Data collection techniques in the form of questionnaires using a Likert scale. The method used in this study is causal associative analysis research. Data analysis used is nonprobability sampling, the data is processed by multiple linear regression equations to determine the percentage of the contribution of the influence of the independent variable on the dependent variable. The results showed that the variable Consumer Dissatisfaction partially did not significantly influence the transfer behavior of the brand, while the variable Needs to Find Product Variation and Quality partially had a significant effect on brand transfer behavior. This research can be used as a recommendation for PT Smartfren Telecom Tbk (smartfren) in order to maintain and increase customer satisfaction of smartfren mobile phones. Keywords: Consumer Dissatisfaction, variety seeking, Product Quality, Brand Transfer Behavior Penelitian ini bertujuan mengetahui pengaruh Ketidakpuasan Konsumen, Kebutuhan Mencari Variasi, dan Kualitas Produk terhadap Perilaku Perpindahan Merek dari handphone smartfren ke merek handphone lainnya. Data dikumpulkan melalui 140 responden yang pernah menggunakan handphone smartfren lalu berpindah merek ke handphone lainnya. Teknik pengumpulan data berbentuk kuesioner dengan menggunakan skala likert. Metode yang digunakan pada penelitian ini adalah penelitian analisis asosiatif kausal. Analisis data yang digunakan adalah nonprobability sampling, data diolah dengan persamaan regresi linier berganda untuk mengetahui besaran presentase sumbangan pengaruh variabel independen pada variabel dependen. Hasil penelitian menunjukan bahwa variabel Ketidakpuasan Konsumen secara parsial tidak berpengaruh signifikan terhadap perilaku perpindahan merek sedangkan variabel Kebutuhan Mencari Variasi dan Kualitas Produk secara parsial berpengaruh signifikan terhadap perilaku perpindahan merek. Penelitian ini dapat digunakan sebagai rekomendasi untuk PT Smartfren Telecom Tbk (smartfren) dalam rangka mempertahankan dan meningkatkan kepuasan pelanggan handphone smartfren. Kata kunci : Ketidakpuasan Konsumen, Mencari Variasi, Kualitas Produk, Perilaku Perpindahan Merek

Item Type: Thesis (S1)
NIM: 43114110474
Uncontrolled Keywords: Ketidakpuasan Konsumen, Mencari Variasi, Kualitas Produk, Perilaku Perpindahan Merek
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 06 Feb 2019 07:41
Last Modified: 06 Feb 2019 07:41
URI: http://repository.mercubuana.ac.id/id/eprint/47016

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