PENGARUH ENDORSER, HARGA, DAN KUALITAS PRODUK TERHADAP PERILAKU PERPINDAHAN MEREK (BRAND SWITCHING) PRODUK SABUN MANDI LUX (Studi Kasus Mahasiswi UPN “Veteran” Jawa Timur)

DEWI, MESI MENTARI KUSUMA (2020) PENGARUH ENDORSER, HARGA, DAN KUALITAS PRODUK TERHADAP PERILAKU PERPINDAHAN MEREK (BRAND SWITCHING) PRODUK SABUN MANDI LUX (Studi Kasus Mahasiswi UPN “Veteran” Jawa Timur). Other thesis, UPN Veteran Jawa Timur.

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Abstract

The background of the problem in this study is the increasingly fierce business competition that led to the diversity of brands of bath soap products offered to consumers, giving consumers the opportunity to switch from one brand to another, the brand displacement is influenced by endorsers, price and product quality. conducted to determine the effect of endorsers, price and quality of products simultaneously and partially on the behavior of the brand of Lux bath soap to other brands of soap on the students of UPN "Veteran" East Java. The technique in taking a sample using Purposive Sampling. The research method uses multiple linear regression analysis and uses questionnaires in processing data and with the help of the SPSS Ver.22 application program. Respondents in this study were 100 female students who used Lux soap products. The results showed that there was a significant effect of endorser variables, price and product quality on the brand transfer behavior of lux soap bath products simultaneously (together). There is a negative but significant effect on endorser variables on partial brand movement behavior, while there is a positive and significant effect on price variables on partial brand movement behavior and there is a positive and significant effect on product quality variables on partial brand movement behavior on soap products Lux. Keywords: Endorser, Price, Product Quality, Brand Transfer, Lux Soap

Item Type: Thesis (Other)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAndarini, SonjaNIDN 0726036503UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
Divisions: Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User: Ananta Prathama
Date Deposited: 06 Nov 2020 08:46
Last Modified: 06 Nov 2020 08:46
URI: http://repository.upnjatim.ac.id/id/eprint/469

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