Sari, Putri Anggyelia (2025) PENGARUH PERCEIVED VALUE, VARIETY SEEKING, DAN PROMOTION TERHADAP BRAND SWITCHING PADA PRODUK FASHION DI E-COMMERCE (Studi Pada Pelanggan Shopee di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study was conducted to determine the effect of Perceived value, Variety Seeking, and Promotion on Brand switching on Fashion Products in E-Commerce for shopee customers in the Surabaya area. This type of research is associative research using a quantitative approach. The population in this study are Surabaya people who have made online purchases of fashion products and have experience doing brand switching from one brand of fashion products and to another fashion brand sold in e-commerce. The data collection technique used a questionnaire with a sample size of 100 respondents. The data analysis technique uses multiple linear regression analysis using Statistical Program for Social Science (SPSS) software. The results of this study state that the variables Perceived value (X1), Variety Seeking (X2), and Promotion (X3) simultaneously have a significant effect on Brand switching (Y). Then the variables of perceived value and variety seeking partially have a positive and significant effect on brand switching variables, while for promotion partially has a negative and significant effect on brand switching variables.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HN Social history and conditions. Social problems. Social reform |
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| Depositing User: | putri anggyelia sari | ||||||||
| Date Deposited: | 27 May 2025 04:01 | ||||||||
| Last Modified: | 27 May 2025 04:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36561 |
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