Pengaruh Ketidakpuasan Konsumen dan Variety Seeking Terhadap Keputusan Perpindahan Merek  

Oleh:

Setiyaningrum, Ari

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Telaah Manajemen: Jurnal Riset & Konsep Manajemen vol. 2 no. 2 (Nov. 2007), page 101-121.
Topik: Consumer Dissatisfaction; Variety Seeking; Brand Switching; Involvement
Fulltext: 101-121.pdf (164.14KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: TT32.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada	Lihat Detail Induk
Perpustakaan PKPM Nomor Panggil: T39 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada	Lihat Detail Induk

Isi artikel

The objective of this study is to examine the effects of consumer dissatisfaction and variety seeking on brand switching behavior. This study also examines the effect of variety seeking as moderating variable on the relationship between consumer dissatisfaction and brand switching behavior. Four types of cosmetic products consisting of moisturizer, foundation, milk cleanser, and face tonic are used in this study. The survey method was conducted by distributing the questionaires to150 female college students in six universities in Daerah Istimewa Yogyakarta. The six universities are Universitas Gadjah Mada Yogyakarta, Universitas Sanata Dharma, Universitas Atma Jaya Yogyakarta, Universitas Janabadra, Universitas Pembangunan Nasional, and Universitas Islam Indonesia. The sampling method used in this study is non probability sampling with purposive sampling technique. The results indicate that consumer dissatisfaction and variety seeking influenced brand switching behavior significantly. But variety seeking is not moderated the relationship between consumer dissatisfaction and brand switching behavior on four products used in this study.

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