HUBUNGAN ANTARA KETIDAKPUASAN DAN PENCARIAN VARIASI (VARIETY SEEKING) DENGAN PERPINDAHAN MEREK SMARTPHONE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA

KUSUMAWATI, INDAH (2019) HUBUNGAN ANTARA KETIDAKPUASAN DAN PENCARIAN VARIASI (VARIETY SEEKING) DENGAN PERPINDAHAN MEREK SMARTPHONE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA DI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

INDAH KUSUMAWATI, The Correlation between Dissatisfaction and Variety Seeking with Brand Switching on Smartphone in Faculty Of Economic Student, State University of Jakarta. This research was conducted at Faculty of Economics, State University of Jakarta, for 6 months from February to July 2019. The purpose of this research is to know the relationship between dissatisfaction and variety seeking with smartphone’s brand switching on Faculty of Economic Student, State University of Jakarta. The research method used is survey method with correlational approach, the population used is all students of Faculty of Economics, State University of Jakarta who has ever switch smartphone brand. The sampling technique used is the technique of purposive sampling of 146 students. The resulting regression equation is Ŷ = 23,954 + 0,171 X1 + 0,270 X2. Test the analytical requirement that is test of normality with Kolmogorov-Smimov test with significance level (α) = 5% or 0,05 and yield significant level Y value equal to 0,200, X1 value of 0,200, X2 is worth 0,200. Because the level of significance of these three variables > 0.05 it can be concluded that the data is normally distributed and can be used in further analysis. The linearity regression test of Y over X1 yields Fcount < Ftable is 1,205 < 3,056 and the regression test of Y on X2 yields Fcount < Ftable is 1,362 < 3,056, so it is concluded that the regression equation is linear. From the significance test of regression Y over X1 and X2 yield Fcount > Ftable is, 13,659 > 3,056, so it can be concluded that, the regression equation is significant. Furthermore, t test and Y yielded over X1 tcount = 3,151 and ttable = 1,65558, Y over X2 tcount = 3,198 and ttable = 1,65558. Thus, it can be concluded that, there was positive and significant correlation between dissatisfaction with brand swtiching. There was positive and significant correlation between variety seeking with brand switching. There was positive and significant correlation between dissatisfaction and variety seeking with brand switching. The coefficient of determination of Y over X1 and X2 obtained by 0,160 indicates that, 16,0% of brand switching variables are determined by dissatisfaction and variety seeking. Keywords: Dissatisfaction, Variety Seeking, Brand Switching

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