文章基本信息

标题：PENGARUH EFEKTIVITAS IKLAN PESAING,ATRIBUT PRODUK,DAN PERILAKU MENCARI VARIASI TERHADAP PERILAKU PERPINDAHAN MEREK PRODUK INDOMIE
本地全文：下载
作者：Samsul Hidayatullah ; Dwiwiyati Astogini ; Sumarsono 等
期刊名称：Performance
印刷版ISSN：1829-6467
出版年度：2016
卷号：23
期号：1
页码：55-66
语种：English
出版社：Jenderal Soedirman University
摘要：The research entitled “effect of competitor advertisement effectiveness,product attribute,and variety seeking behavior to brand switching behavior of Indomie.The aim of this research is to analyze the effect of competitor advertisement effectiveness,product attribute,and variety seeking behavior to brand switching behavior of Indomie to other brand.Data collection method use questionnaire with a sample 100 respondents from economics and business faculty of Jenderal Soedirman university students who have switched from Indomie to other instant noodle brand.The data is analyzed by using multiple linier regression,meanwhile the significance level use partial test (t test).The result shows that competitor advertisement effectiveness,product attribute,and variety seeking behavior have positive significant effect to brand switching behavior of Indomie.Based on this research,managers are recommended to increase the advertising frequency,increase the quality of product,do endorsement,expand the taste variety,and also give innovation to every detail of product or pricing in order to minimalize brand switching behavior of consumer.
关键词：effect of competitor advertisement effectiveness;product attribute;variety seeking behavior;and brand switching behavior.