HANANTYO, RIZKY (2015) PENGARUH ATRIBUT PRODUK, PERSEPSI HARGA DAN KEINGINAN MENCARI VARIASI TERHADAP PERILAKU PERPINDAHAN MERK PRODUK OPERATOR INDOSAT DAN TELKOMSEL. S1 thesis, Universitas Negeri Jakarta.
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Abstract
ABSTRACT Rizky Hanantyo, 2015; Effect of Product Attributes, Perception Price and Variety Seeking Against Brand Switching Products Mobile Operator Indosat and Telkomsel. Thesis, Jakarta: Concentration Marketing Management, Program Management S1 Transfer Program, Department of Management, Faculty of Economics, University of Jakarta. The purpose of this study is to describe and analyze the relationship between the influence of product attributes, price perception, variety seeking, and brand switching from Indosat and Telkomsel products. The sample in this study is teruntuk Indosat Jakarta State University student who uses a mobile operator Indosat. While teruntuk Telkomsel is the office employees in one office in Central Jakarta. Total sample amounted respectively - each object of 100 people for Indosat and Telkomsel (200 overall). This study uses quantitative methods with multiple regression analysis techniques, and tools of data analysis using SPSS version 21. Results of hypothesis testing showed: 1) the existence of a positive and significant relationship of product attributes on the level of brand switching mobile operator brands Indosat and Telkomsel. 2) the existence of a positive and significant relationship of price perception of the level of brand switching mobile operator Indosat and Telkomsel. 3) the existence of a positive and significant relationship of variety seeking on the level of brand switching mobile operator Indosat and Telkomsel. 4) there is a positive and significant influence between product attributes, perceptions of price and variety seeking together with the level of brand switching mobile operator Indosat and Telkomsel. Keywords: product attributes, perceptions of price, variety seeking, brand switching
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Pembimbing I: Dr. Mohamad Rizan, SE, MM ., Pembimbing II: Dra. BAsrah Saidani, M.Si |
| Subjects: | Ilmu Sosial (Social Science) > Ilmu Ekonomi (Economics) > Produksi, Ekonomi Industri (Production, Industrial Economic) 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) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Perikalanan (Advertising) |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | Budi Siswanto |
| Date Deposited: | 22 Jan 2018 04:52 |
| Last Modified: | 22 Jan 2018 04:52 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/2690 |
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