AFRIANI, SHIFA (2013) PENGARUH KETIDAKPUASAN KONSUMEN DAN VARIETY SEEKING TERHADAP KEPUTUSAN PERPINDAHAN MEREK MANTAN PENGGUNA PEMBALUT KOTEX (SURVEI PADA PENGUNJUNG ALFAMART). S1 thesis, Universitas Negeri Jakarta.
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Abstract
ABSTRACT Shifa Afriani, 2013; The Influence of consumer dissatisfaction and variety seeking towards Decision brand switching of ex user sanitary napkins Kotex. Undergraduate Thesis: Jakarta, Concentration Of Marketing Management, Management Study Program, Department Of Management, Faculty Of Economics, State University Of Jakarta. Advisory Team: Setyo Ferry, SE., M.Si. & Agung Kresnamurti RP, ST., MM.. The purposes of this research are to describe about consumer dissatisfaction, variety seeking, and brand switching decision and test the consumer dissatisfaction and variety seeking variables that influence decision brand switching of ex user sanitary napkins Kotex. This research used descriptive and explanatory methods. The unit analysist of this research are ex user sanitary napkins Kotex. Total sample of this research are 84 respondences while the analysis tools that are used in this research are SPSS 17.0. The result of this research shows: (1) consumer dissatisfaction is significantly influencing the brand switching decision by 15.8%; (2) variety seeking is significantly influencing the brand switching decision by 21.3%; (3) simultaneously consumer dissatisfaction and variety seeking are significantly influencing the brand switching decision 30.1%. The remaining 69.9% is influenced or explained by other variables that are not included in this research. Keywords: consumer dissatisfaction, variety seeking, brand switching decision, ex user sanitary napkins of Kotex
| Item Type: | Thesis (S1) |
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| Additional Information: | Pembimbing I: Setyo Ferry Wibowo, SE, M.Si ; Pembimbing II: Agung Kresnamurti RP, ST, MM |
| Subjects: | Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Layanan Kantor (Office Services) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Kontrol dan Kualitas (Control and Quality Management) |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | Budi Siswanto |
| Date Deposited: | 24 Jan 2018 07:28 |
| Last Modified: | 24 Jan 2018 07:28 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/2771 |
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