Rahmawati, Ernesta Febriari (2023) Pengaruh Atribut Produk, Harga dan Iklan Terhadap Perpindahan Merek (Studi Pada Konsumen Viva Cosmetics Wilayah Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine: (1) The influence of product attributes, prices and advertisements on brand switching; (2) Effect of Product Attributes on Brand Switching; (3) Effect of Price on Brand Switching; (4) The Effect of Advertising on Brand Switching. The population in this study were all Surabaya women aged at least 21 years who had purchased Viva Cosmetics loose powder and had changed brands. In this study using a sample of 130 respondents. The sampling technique in this study was a purposive sampling technique by differentiating all Surabaya women who were at least 21 years old who had used Viva Cosmetics loose powder and had changed brands. The data collection method used is the E-Questionnaire method (Electronic Questionnaire) using the Google Form. Data analysis using multiple linear regression analysis. The results of hypothesis testing show that: 1) Product attributes, prices, advertising simultaneously have a positive and significant effect on brand switching; 2) Partially, two independent variables, namely price and advertising have a positive and significant effect on brand switching; 3) Partially, product attributes have a negative and insignificant effect on brand switching.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Atribut Produk, Harga, Iklan, Perpindahan Merek | ||||||||
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Ernesta Febriari Rahmawati | ||||||||
| Date Deposited: | 18 Jan 2023 04:37 | ||||||||
| Last Modified: | 18 Jan 2023 04:37 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/11084 |
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