Gaffar, Novia Ramadhani (2025) PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN BRAND SWITCHING MELALUI TINGKAT KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Produk Skincare Lokal yang Beralih ke Produk Skincare Asal Korea). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine the influence of Price and Product Quality on Brand Switching Decisions through Customer Satisfaction as an intervening variable among users of local skincare products who have switched to Korean skincare products. The research employs a quantitative method with data collection through questionnaires. The sampling technique used is purposive sampling, with a total sample of 205 respondents. The sample criteria include Generation Z individuals residing in Surabaya, aged at least 13 years, who have used both local and Korean skincare products at least once. Data analysis is conducted using SmartPLS 4.0. The results of the study show that Price and Product Quality partially have a significant effect on Consumer Satisfaction. Consumer Satisfaction also has a significant effect on Brand Switching Decisions. However, Price does not have a direct effect on Brand Switching Decisions. Product Quality has a significant effect on Brand Switching Decisions. Consumer Satisfaction mediates the relationship between Price and Product Quality on Brand Switching Decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Novia Ramadhani Gaffar | ||||||||
| Date Deposited: | 19 May 2025 03:40 | ||||||||
| Last Modified: | 19 May 2025 03:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36322 |
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