PENGARUH KETIDAKPUASAN, KEBUTUHAN MENCARI VARIASI DAN ATRIBUT PRODUK TERHADAP PERPINDAHAN MEREK SMARTPHONE ASUS ZENFONE SERIES KE SMARTPHONE LAIN PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

RAHADIAN, RIZKY (2019) PENGARUH KETIDAKPUASAN, KEBUTUHAN MENCARI VARIASI DAN ATRIBUT PRODUK TERHADAP PERPINDAHAN MEREK SMARTPHONE ASUS ZENFONE SERIES KE SMARTPHONE LAIN PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

RIZKY RAHADIAN, The Effect of Dissatisfaction, the Need to Look for Variations and Product Attributes to the Transfer of the Asus Zenfone Series Smartphone Brand to Other Smartphones at Faculty of Economics Students at Jakarta State University. This research was conducted at the Faculty of Economics, Jakarta State University, for 7 months from January to July 2019. The purpose of this study was to determine the effect of dissatisfaction, the need to find variations and product attributes on the brand switching of the Asus Zenfone Series smartphone brand to other smartphones at Faculty students Economics at Jakarta State University. The research method that the researchers used was a survey method with a quantitative approach, the population used was all students of the Faculty of Economics, State University of Jakarta. The sampling technique used was Purposive sampling technique of 110 people. While the analysis technique of this study uses multiple linear regression. The hypothesis of this study shows that there is a positive and significant influence between dissatisfaction with brand switching, this hypothesis is proven by Fcount of 8.703> Ftable value of 3.079. Thus, it can be concluded that the coefficient is significant. The multiple regression equation obtained is Ŷ = 0.102 + 0.200 X1 + 0.209 X2 + 0.224 X3. The effect of dissatisfaction, the need to find variations and product attributes on brand switching simultaneously can be obtained 19.8% while the remaining 80.2% is explained by other variables. So the ability of the dissatisfaction variable to partially explain the transfer of the Asus Zenfone Series smartphone to another smartphone is 10.2% while the remaining 89.8% is influenced by other variables. the ability of the variable needs to find variations to explain the partial transfer of the Asus Zenfone Series smartphone to another smartphone that is 8.0% while the remaining 92.0% is influenced by other variables. While the ability of the product attribute variable to partially explain the brand switching of the Asus Zenfone Series smartphone to another smartphone is 11.4% while the remaining 88.6% is influenced by other variables. Keywords: Dissatisfaction, Need to Find Variation, Product Attributes, Brand Switching.

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