ANALISIS PENGARUH KETIDAKPUASAN KONSUMEN, IKLAN, DAN KARAKTERISTIK KATEGORI PRODUK TERHADAP KEPUTUSAN PERPINDAHAN MEREK PADA SABUN PEMBERSIH WAJAH

Authors

  • Septiani Pramuninggar
  • Utik Bidayati

DOI:

https://doi.org/10.12928/fokus.v2i2.1322

Keywords:

Brand Switching Decisions, Consumer Dissatisfaction, Advertising, Product Category, Characteristics

Abstract

This study backs in the background by the emergence of the phenomenon of the emergence of new brands specifically for facial cleansing product category. A variety of brands of soap facial cleanser began competing, it is characterized by high levels of displacement brand of soap facial cleanser. The purpose of this study was to determine the effect of consumer dissatisfaction, advertising and the characteristics of the product categories of decisions of brand switching. The research was conducted on student Ahmad Dahlan School of Economics University of soap facial cleanser and the specified number of sample of 100 respondents by using multiple linear regression, t test, F test, and R2 (coefficient of determination).

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Published

2012-09-30

How to Cite

Pramuninggar, S., & Bidayati, U. (2012). ANALISIS PENGARUH KETIDAKPUASAN KONSUMEN, IKLAN, DAN KARAKTERISTIK KATEGORI PRODUK TERHADAP KEPUTUSAN PERPINDAHAN MEREK PADA SABUN PEMBERSIH WAJAH. Jurnal Fokus Manajemen Bisnis, 2(2), 88–95. https://doi.org/10.12928/fokus.v2i2.1322

Issue

Vol. 2 No. 2 (2012)

Section

Articles

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