PENGARUH PRODUK, HARGA, TEMPAT, PROMOSI DAN KEBUTUHAN MENCARI KERAGAMAN TERHADAP PERPINDAHAN MEREK SAFE CARE KE MEREK LAIN

  • Putri Amalia
Keywords: product, price, place, promotiom, variety seeking, brand switching

Abstract

Abstract: The presence of competitors and the number of brands that increase in the category of
refreshing oil aromatherapy makes the competition increasingly tight and provides opportunities for
customers to be able to make switching of brand in accordance with the wishes and expectation. This
study aims to determine the effect of products, prices, places, promotions and variety seeking
partially and simultaneously on brand switching of Safe Care to other brands in DKI Jakarta. Data
was conducted by survey with questionnaire as an instrument, while the variables in the research
were valued using Likert Scale. The samples were taken with a non-probability sampling design with
purposive sampling. The number of samples used is 200 respondents. The SEM (Structural Equation
Modelling) method was used as a data analysis technique. The result of this research shows that the
product have significant effect on the brand switching with t-value 2.00, price have significant effect
on the brand switching with t-value 2.79, place have significant effect on the brand switching with tvalue
2.33, promotion have significant effect on the brand switching with t-value 2.05, and the
variety seeking have significant effect on the brand switching with t-value 5.90. On the SEM model,
product, price, place, promotion and variety seeking simultaneously have significant effect on brand
switching indicates a statistical value that meets the Goodness of Fit criteria. Based on the result of
the research, the conclusion that can be taken is partially and simultaneously the variable of product,
price, place, promotion and variety seeking have positive and significant effect on the brand
switching of Safe care to other brands in DKI Jakarta.

Published
2019-02-12
How to Cite
Amalia, P. (2019). PENGARUH PRODUK, HARGA, TEMPAT, PROMOSI DAN KEBUTUHAN MENCARI KERAGAMAN TERHADAP PERPINDAHAN MEREK SAFE CARE KE MEREK LAIN. JEBI | Journal of Economics and Business Indonesian, 13(2), 18-27. Retrieved from http://jurnal.stiebi.ac.id/index.php/Jebi/article/view/106
Section
Articles