AZIZ, FAJAR KASYIFIL (2018) FAKTOR FAKTOR PENENTU SWITCHING BEHAVIOR PADA PENGGUNA DAN CALON PEMBELI SEPATU CONVERSE DI KALANGAN MAHASISWA. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to determine what factors can cause Switching behavior with Push-Pull-Mooring Models (PPM) on users and potential buyers of converse shoes among college student. Sample in this research is member group of Converse Head Indonesia as many as 131 people which have been calculated using slovin formula by using simple random sampling method, and 100 people who do not wear Converse shoes using purposive sampling method. This research design using quantitative descriptive approach. The result of this research of user Converse shoe is concluded that the factors can cause Switching Behavior are push factor dimension which include sub-dimension of service quality and pricing problem produce good perception toward the dimension and can continue to bind or hold current costumer in order not to move to other brand. While for subject of future costumer can be concluded that they have a good perception of Service quality, but has a high mean value on Involuntary Choice which means there is an accidental element that forces to use their current shoes. Keywords: Switching Behavior, Push-Pull-Mooring Models Penelitian ini bertujuan untuk mengetahui faktor faktor apakah yang dapat menentukan Switching Behavior menggunakan Push-Pull-Mooring Model (PPM). Sampel dalam penelitian ini adalah anggota grup Converse Head Indonesia sebanyak 131 orang yang sudah dihitung memakai rumus slovin dengan menggunakan metode simple random sampling, dan 100 orang yang tidak memakai sepatu Converse dengan menggunakan metode purposive sampling. Desain penelitian ini menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian subjek pengguna sepatu Converse disimpulkan bahwa faktor yang dapat menyebabkan Switching behavior yaitu dimensi Push factor yang meliputi sub-dimensi Service Quality dan Pricing Problem menghasilkan persepsi yang baik terhadap dimensi tersebut dan dapat terus mengikat atau menahan current costumer agar tidak berpindah ke merek lain. Sedangkan untuk calon pembeli dapat disimpulkan bahwa mereka memiliki persepsi yang baik terhadap Service Quality, tetapi subjek calon pembeli sepatu Converse memiliki nilai mean yang tinggi pada Involuntary Choice yang berarti ada unsur ketidaksengajaan yang memaksa untuk menggunakan sepatu mereka saat ini. Kata Kunci : Switching Behavior, Push-Pull-Mooring Model
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FP/PSI. 19 229 |
| NIM/NIDN Creators: | 46113010071 |
| Uncontrolled Keywords: | Switching Behavior, Push-Pull-Mooring Model |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 150.1-150.9 Standard Subdivisions of Psychology/Subdivisi Standar Dari Psikologi, Ilmu Jiwa > 150.1 Philosophy and Theory of Psychology/Filsafat dan Teori Psikologi 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 150.1-150.9 Standard Subdivisions of Psychology/Subdivisi Standar Dari Psikologi, Ilmu Jiwa > 150.2 Miscellany of Psychology/Aneka Ragam di Bidang Psikologi |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 31 Jan 2022 02:36 |
| Last Modified: | 11 May 2022 04:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/54995 |
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