Pengaruh Penggunaan Produk, Kepuasan, dan Keterlibatan pada Perilaku Perpindahan Merek (Studi Pada Pengguna Smartphone di Bandar Lampung)  

Oleh:

Adha, M. Zul ; Ali, Suprihatin

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - atma jaya
Dalam koleksi: TRANSAKSI : Jurnal Bisnis, Ekonomi, dan Sosial vol. 06 no. 02 (Nov. 2014), page 28-36.
Topik: brand switching; satisfaction
Fulltext: PENGARUH PENGGUNAAN PRODUK, KEPUASAN, DAN KETERLIBATAN.pdf (415.41KB)

Isi artikel

Brand switching occurs when the consumer decides to use the same type of product but with a different brand. Brand switching is performed thought to have come from the level of satisfaction experienced by consumers as part of a post-purchase behavior . The satisfaction level formed by the evaluation of post- use products by consumers and compared with previous expectations of a consumer after the consumer experience with the product involvement..This research is using path analysis. satisfaction variables used to moderate the use of the product and brand involvement with brand switching. Analysis using SEM with the help of the program smartPLS .The results strengthen previous findings that the product usage and involvement related to satisfaction but satisfaction experienced by consumers are not fully guarantee that consumers still choose the same brand on their next purchase while dissatisfaction significantly lead to brand switching, The results also states that satisfaction also full mediates the relationship between the product usage and involvement toward brand switching.

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