PENGARUH HARGA, KEBUTUHAN MENCARI VARIASI DAN KETIDAKPUASAN KONSUMEN TERHADAP KEPUTUSAN PERPINDAHAN MEREK DARI SAMSUNG GALAXY SERIES (Studi kasus masyarakat Kecamatan Dlanggu Kabupaten Mojokerto)

Abstract

ABSTRACT

This research was conducted to determine the effect of price, the need to find variations, and consumer dissatisfaction with the decision to move the Samsung Galaxy Series brand which is located in Dlanggu Subdistrict, Mojokerto Regency, East Java 65145. The method used is a quantitative method used to examine specific populations or samples aims to explain the position of each variable and its influence between one variable with other variables and the source of the data used is primary data by distributing Likert scale cieoner to the Dlanggu District Community of Mojokerto Regency. The Sample calculation in this study uses the Malhotra formula which produces 52 respondencts. The results of this study are price variables, the need to find variations, and consumer dissatisfaction simultaneously and significant influence the decision of brand transfer. And also the price variable, the need to find variations and consumer dissatisfaction partially influences brand transfer decisions.

Keywoards : Price, Need to Find Variation, Consumer Dissatisfaction, Brand Displacement