Faktor yang Mempengaruhi Konsumen Beralih Varian Produk (Sebuah Studi Empiris Exploratory Pada Konsumen Sabun Deterjen)  

Oleh:

Widarsih, Retno Rahayu Dewi

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: Telaah Manajemen: Jurnal Riset & Konsep Manajemen vol. 1 no. 1 (May 2006), page 64-81.
Topik: customer behavior; exploratory study; customer behavior; changing variant
Fulltext: 5_Varians _Retno_.pdf (77.99KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: TT32.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

There are five types of variant of Rinso detergent. Those types of variant are Rinso Excel, Rinso Warna, Rinso Anti Noda Dengan Ekstra Butiran Merah, Rinso Anti Noda Dengan Aloe Vera, Rinso Anti Noda Dengan Kesegaran Pewangi. With the variety of the types of variant the posibility of buying become varied, but still with the same brand (Rinso Detergent). According to the survey which has been done with Factor Analysis Method, there are seven factors that influenced consumer in changing variant. Those seven factors are exploratory acquisition of product, sign ificant difference between variant, extrinsic motivation, inadequate consumers' involvement in choosing variant, exploratory purchase behavior, innovative buying and trial purchase.

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