Alfatah, Idris (2019) PERILAKU BERALIH MEREK DALAM PEMBELIAN KARTU SELULER XL AXIATA PADA MAHASISWA STEI RAWAMANGUN. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui perilaku beralih merek dalam pembelian kartu seluler XL Axiata. Penelitian ini menggunakan strategi penelitian asosiatif. Populasi penelitian adalah mahasiswa STEI yang masih menggunakan kartu seluler XL Axiata. Metoda pengumpulan data dalam penelitian ini menggunakan kuisioner. Sampel dalam penelitian ini adalah 97 responden. Teknik analisis data dalam penelitian ini yaitu koefisien determinasi dan pengujian hipotesis dengan bantuan SPSS 20.0. Hasil penelitian ini menunjukkan: (1) Koefisien determinasi parsial variety seeking terhadap beralih merek sebesar 0,126, iklan terhadap beralih merek sebesar 0,262, harga terhadap beralih merek sebesar 0,570, (2) Koefisien determinasi berganda variety seeking, iklan dan harga terhadap beralih merek sebesar 0,570. (3) Hipotesis parsial dengan α = 5% terbukti variety seeking tidak berpengaruh signifikan terhadap beralih merek, iklan tidak berpengaruh signifikan terhadap beralih merek, harga berpengaruh signifikan terhadap beralih merek. (4) Hipotesis simultan dengan taraf nyata 0,000 < 0,0 5%, terbukti variety seeking, iklan dan harga berpengaruh signifikan terhadap beralih merek. Kata Kunci : variety seeking, iklan, harga dan beralih merek. ABSTRACT This study aims to determine the brand switching of XL Axiata cellular card purchases. This research uses associative research strategies. The study population is STEI students who still use XL Axiata cellular cards. The data collection method in this study used a questionnaire. The sample in this study was 97 respondents. Data analysis techniques in this study were the coefficient of determination and hypothesis testing with SPSS 20.0. The results of this study indicate: (1) The coefficient of partial determination of variety seeking for switching brands is 0.126, advertising for switching brands is 0.262, the price of switching brands is 0.570, (2) The coefficient of multiple determination determination for advertisements, advertising and the price of switching brands is 0.570 . (3) Partial hypothesis with α = 5% proved that variety seeking has no significant effect on switching brands, advertising has no significant effect on switching brands, prices have a significant effect on switching brands. (4) Simultaneous hypothesis with a real level of 0,000 <0.0 5%, proven variety seeking, advertising and price have a significant effect on brand switching. Keywords: variety seeking, advertising, price and brand switching.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 06 Jan 2022 04:10 | ||||||||
| Last Modified: | 06 Jan 2022 04:10 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6679 |
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