Pengaruh Kualitas Pelayanan, Variasi Produk, dan Persepsi Harga Terhadap Brand Switching Provider IndiHome di Kota Surabaya

Ristiana, Ega Rifa (2028) Pengaruh Kualitas Pelayanan, Variasi Produk, dan Persepsi Harga Terhadap Brand Switching Provider IndiHome di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to analyze the influence of service quality, product variety, and price perception on brand switching among IndiHome customers in Surabaya. The study sample consists of former IndiHome users who switched to other providers; participants were required to be at least 21 years old, have used IndiHome for a minimum of one year, and utilized the service for residential purposes. A quantitative approach was employed. Purposive sampling was used to select a sample of 115 respondents. Data were collected via questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that price perception is the most dominant factor influencing customer decisions to switch brands away from IndiHome in Surabaya. Keywords: Service Quality, Product Variety, Price Perception, Brand Switching, IndiHome

Item Type:

Thesis (Undergraduate)

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