PENGARUH VARIETY SEEKING, HARGA DAN PROMOSI TERHADAP BRAND SWITCHING BEHAVIOUR PEMBELIAN TIKET KERETA API ONLINE

KRISTIANI, IRENNE (2020) PENGARUH VARIETY SEEKING, HARGA DAN PROMOSI TERHADAP BRAND SWITCHING BEHAVIOUR PEMBELIAN TIKET KERETA API ONLINE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of variety seeking, price and promotion on brand switching behaviour in purchase train ticket online. The data used in this study are primary data and secondary data. This research uses a quantitative approach with causal research. The primary data used in this research are the questionnaires distributed to 100 respondents. Data were analyzed by using the application of Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0) to analyze all correlations between variables of variety seeking, price and promotion on brand switching behaviour upon the model. The result of this study indicated that variety seeking, price and promotion have a positive and significant correlation with variables of brand switching behaviour. Keywords: Variety Seeking, Price, Promotion, Brand Switching Behaviour Penelitian ini bertujuan untuk menganalisis pengaruh variabel variety seeking, harga dan promosi terhadap brand switching behaviour Pembelian Tiket Kereta Api Online. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Penelitian ini menggunakan pendekatan kuantitatif dengan riset kausal. Data yang digunakan adalah data primer menggunakan kuesioner yang disebar kepada 100 responden. Data dianalisis dengan meggunakan aplikasi Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0) untuk menguji semua hubungan antara variabel variety seeking, harga dan promosi terhadap variabel brand switching behaviour dalam model. Hasil dari penelitian ini menunjukkan bahwa variety seeking, harga dan promosi memiliki hubungan yang positif dan signifikan terhadap brand switching behaviour. Kata Kunci: variety seeking, harga, promosi, brand switching behaviour.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43115120171
Uncontrolled Keywords: variety seeking, harga, promosi, brand switching behaviour.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 13 May 2024 04:06
Last Modified: 13 May 2024 04:06
URI: http://repository.mercubuana.ac.id/id/eprint/52604

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