Cahyono, Adi (2014) The Influence Of Brand Image, Price And Promotion On Brand Switching (Survey on Student of Business Administration Faculty of Administrative Science Brawijaya University Class of 2013 Who Had Ever Switched to Other SIM card providers). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: (1) Memahami citra merek, harga dan promosi secara simultan memiliki pengaruh terhadap Brand Switching. (2) Memahami pengaruh citra merek terhadap Brand Switching. (3) Memahami pengaruh harga terhadap Brand Switching. (4) Memahami pengaruh promosi terhadap Brand Switching. Jenis penelitian ini menggunakan penelitian penjelasan dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah citra merek, harga, promosi dan Brand Switching.Jumlah sampel adalah 90 pelanggan produk kartu SIM secara umum di Indonesia dan digunakan Teknik Simple Random Sampling. Data dikumpulkan melalui kuesioner. Pengujian Instrumen dalam penelitian ini adalah pengujian t validitas, pengujian relialibilitas, dan pengujian asumsi klasik. Analisis deskriptif dan regresi berganda digunakan sebagai teknik analisis data. Hasil penelitian menunjukkan bahwa terdapat: (1) citra merek, harga dan promosi memiliki pengaruh secara simultan terhadap Brand Switching berdasarkan nilai F-test sedangkan Promosi adalah yang paling dominan memiliki pengaruh terhadap Brand Switching berdasarkan nilai t-test. Alasan promosi memiliki pengaruh signifikan dan sangat dominan di penelitian ini karena pelanggan mendapatkan informasi dan iklan yang menarik tentang kelebihan dari produk, pelanggan tertarik dengan promosi penjualan seperti sms gratis, tambahan kuota internet dan telpon gratis pada waktu yang ditentukan sehingga memacu konsumen untuk beralih ke produk lain. (2) Brand image memiliki pengaruh yang signifikan terhadap Brand switching.(3) Harga memiliki pengaruh yang signifikan terhadap Brand switching.(4) Promosi memiliki pengaruh yang signifikan terhadap Brand switching.Oleh karena itu, perusahaan diharapkan untuk meningkatkan dan mempertahankan kualitas dari promosi yang telah memiliki pengaruh besar terhadap Brand switching.
English Abstract
This study aimed to: (1) Understanding the simultaneously influences of the brand image, price and promotion on brand switching. (2) Understanding the influence of brand image on brand switching. (3) Understanding the influence of price on brand switching. (4) Understanding the influence of promotion on brand switching. The type of this research used explanatory research with quantitative approach. Variables used in this research were Brand Image, Price, Promotion, and Brand Switching.The total sample were 90 customers of general SIM card products in Indonesia and used Simple Random Sampling Techniques. Data were collected through questionnaire. Instrument testing in this study were t validity testing, relialibility testing, and classical assumption testing. Descriptive analysis and multiple regression were used as a data analysis techniques. The result of the study reveals that: (1) Brand Image, Price and Promotion has influences simultaneously on Brand Switching based on the F-test value and Promotion has dominant influence based on the t-test value. Promotion reasons has significant influence on brand switching are consumer obtained the information and interesting advertising about the superiority of the product, consumer attracted with sales promotion such as free short messages service (SMS), additional internet quota and free of charge phone calls in specified time and it triggered the consumer to switch to other products.(2) Brand image has a significant influence on Brand Switching.(3) Price has a significant influence on Brand Switching.(4) Promotion has a significant influence on Brand Switching. Therefore, the company is expected to improve and maintain the quality of the promotion that has big influence on Brand Switching.
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2014/786/051500257 |
| Uncontrolled Keywords: | Citra Merek, Harga, Promosi, dan Brand Switching; Brand Image, Price, Promotion, and Brand Switching |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Hasbi |
| Date Deposited: | 20 Jan 2015 09:30 |
| Last Modified: | 26 Nov 2021 07:07 |
| URI: | http://repository.ub.ac.id/id/eprint/116931 |
Preview |
Text
SKRIPSI_ADI CAHYONO.pdf Download (9MB) | Preview |
Actions (login required)
 |
View Item |