Nurmaditya, Handrian (2009) Pengaruh Kualitas Jasa Terhadap Brand Switching Konsumen Pada Pengguna Kartu Seluler AXIS di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas jasa (performance, features, conformance, realibility, durability, serviceability, percieved quality, aesthethics) terhadap perilaku brand switching konsumen. Data yang diananlisis berasal dari 100 responden pengguna kartu seluler AXIS di Kota Malang. Alat analisis yang digunakan adalah regresi linear berganda. Hasil dari regresi menunjukan bahwa secara simultan kualitas jasa berpengaruh signifikan terhadap perilaku brand switching, dengan nilai F hitung sebesar 7,886 dan nilai signifikan F (0,000) lebih kecil dari nilai signifikan (0,05). Berdasarkan data hasil analisis regresi, diperoleh hasil t hitung variabel performance (X 1 ) 4,591 dan nilai signifikan 0,000, feature (X2) 0,144 dan nilai signifikan 0,886,conformance (X3) 0,085 dan nilai signifikan 0,933,reliability (X4) 0,025 dan nilai signifikan 0,980, durability (X5) 0,575 dan nilai signifikan 0,566, serviceability (X6) 1,111 dan nilai signifikan 0,269,perceived quality (X7) 3,219 dan nilai signifikan 0,002,aesthethics (X8) 2,766 dan nilai signifikan 0,007.Sedangkan nilai adalah 0,05. Dengan membandingkan nilai dan nilai signifikan variabel independen, maka secara parsial variabel performance (X1), perceived quality (X7)
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2009/587/050903430 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 10 Dec 2009 11:03 |
| Last Modified: | 14 Feb 2022 02:12 |
| URI: | http://repository.ub.ac.id/id/eprint/104482 |
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