SADIONO, FAJAR (2020) PENGARUH PERILAKU MENCARI VARIASI, ATRIBUT PRODUK DAN HARGA TERHADAP KEPUTUSAN PERPINDAHAN MEREK DARI MOBIL MEREK LAIN KE MEREK MITSUBISHI XPANDER (Studi pada konsumen Misubishi Xpander di wilayah Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh perilaku mencari variasi, atribut produk dan harga terhadap keputusan perpindahan merek dari mobil merek lain ke merek Mitsubishi Xpander (Studi pada konsumen Misubishi Xpander di wilayah Jakarta Selatan). Populasi dalam penelitian ini adalah konsumen yang mengetahui dan pernah menggunakan mobil Mitsubishi Xpander di wilayah Jakarta Selatan. Sampel yang dipergunakan adalah sebanyak 100 orang responden, dihitung menggunakan teknik sampling berdasarkan teori Rao Purba. Metode penarikan sampel menggunakan metode nonprobability sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan perangkat statistik IBM SPSS Statistics 22. Penelitian ini membuktikan bahwa perilaku mencari variasi berpengaruh positif dan signifikan terhadap keputusan perpindahan merek. Atribut produk berpengaruh positif dan signifikan terhadap keputusan perpindahan merek. Harga berpengaruh positif dan signifikan terhadap keputusan perpindahan merek. Kata Kunci: Perilaku Mencari Variasi, Atribut Produk, Harga, Keputusan Perpindahan Merek. This study aims to analyze the effect of searching behavior for variations, product attributes and prices on the decision to move brands from other brand cars to the Mitsubishi Xpander brand (Study of Misubishi Xpander consumers in the South Jakarta area). The population in this study are consumers who know and have used a Mitsubishi Xpander in the South Jakarta area. The sample used was 100 respondents, calculated using a sampling technique based on Rao Purba's theory. The sampling method uses the nonprobability sampling method. Data collection methods using survey methods, the research instrument is a questionnaire. The method of data analysis uses the statistical tool IBM SPSS Statistics 22. This study proves that the behavior of looking for variations has a positive and significant effect on brand transfer decisions. Product attributes have a positive and significant effect on brand transfer decisions. Price has a positive and significant effect on brand transfer decisions. Keywords: Searching behavior for variations, Product attributes, Prices, decision to move brands
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