Farmanugroho, Maulana Elga (2023) PENGARUH KETIDAKPUASAN KONSUMEN DAN PROMOSI TERHADAP PERPINDAHAN MEREK MELALUI KEBUTUHAN MENCARI VARIASI SEBAGAI VARIABEL INTERVENING PADA APLIKASI E-WALLET LINKAJA DI KOTA SURABAYA. Masters thesis, UPN Veteran Jawa Timur.
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Abstract
LinkAja is one of the pioneers of e-wallet applications in Indonesia, but currently its existence can be surpassed by other e-wallet applications such as Gopay and Ovo. It is important for LinkAja to maintain user satisfaction and promote in order to maintain and even increase the number of users or prevent users from switching to other e-wallet brands. Brand switching can not only be affected by dissatisfaction and promotion can also be caused by the need for users to look for variety. The purpose of this study is to determine the influence of promotion, dissatisfaction and the need to find variations on the brand movement of Link Aja users. The population of this study is Surabaya people who use the LinkAja E-Wallet application. The sampling method used is accidental sampling, which is when viewed by people who happen to meet it is suitable as a source of data. The sample taken was as many as 120 respondents. The data used is primary data, while the data analysis technique used is Partial Least Square (PLS). The results of the research analysis show that consumer dissatisfaction is able to make a positive contribution to brand transfer, promotion has not been able to contribute directly to brand transfer, the need to find variations can make a positive contribution to brand movement, the need to find variations can be a mediating variable of dissatisfaction with brand transfer, and the need to seek cannot be a mediating variable for promotion of brand transfer.
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD62.15 Total Quality Management H Social Sciences > HF Commerce |
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| Divisions: | Faculty of Economic > Magister Management | ||||||||||||
| Depositing User: | S2 maulana elga farmanugroho farmanugroho | ||||||||||||
| Date Deposited: | 21 Sep 2023 09:02 | ||||||||||||
| Last Modified: | 21 Sep 2023 09:02 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/17883 |
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