Analisis pengaruh iklan dan ketidakpuasan konumen terhadap keputusan perpindahan merek minuman ringan berkarbonasi yang dimoderasi kebutuhan mencari variasi

Yusuf, R Adnan and Khoiriyah, Siti (2010) Analisis pengaruh iklan dan ketidakpuasan konumen terhadap keputusan perpindahan merek minuman ringan berkarbonasi yang dimoderasi kebutuhan mencari variasi. Fokus Manajerial Jurnal Manajemen dan Kewirausahaan, 8 (1). ISSN 1693-3508

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    Abstract

    The purpose of this research is to find out the influence of advertisement and consunten insatisfaction to brand switching decision of carbonate light drink that moderated by the need of looking for variation. This research is is causal research with surveying method.The target of population of this research is the Non-Reguler undergraduated students program of economics faculty in sebelas maret university who is still studying and consume this carbonate light carbonate drink as well as doing brand switching decision. Variable using in this research are advertisement, consumen insatisfaction as independen variables and brand switching decision as dependen variable and the need of seeking variation as moderator variable. Scale measurement is 5 scale litre, and data analysis tools in this research is using moderated regression analysis. Based on the analysis data results, there are some conclusion that can be reckon 1) there is significant influence between advertisement and brand switching decision. 2) there is significant influence between consumen insatisfaction to brand switching decision, 3 there is significant influence betwenn the need of seeking variation to brand switching decision, 4) there are significant influence among advertisement, consumen insatisfaction. and the need of seeking variation to brand switching decision simultaneously. 5a) the need of seeking variation moderate the influence of brand switching decision, 5b) the need of seeking variation does not moderate the influence of brand switching decision. Keywords; Advertisement, consumen insatisfaction, need of seeking variation, and brand switching decision

    Item Type: Article
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Arissa Aprilia Nurcahyani
    Date Deposited: 10 May 2014 02:21
    Last Modified: 10 May 2014 02:21
    URI: https://eprints.uns.ac.id/id/eprint/15630

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