Factors affecting brand switching on Sunsilk Shampoo in Indonesia

Kristianti, Rina Adi and Ruth, Ruth (2016) Factors affecting brand switching on Sunsilk Shampoo in Indonesia. Karya Ilmiah Dosen. pp. 509-510. ISSN 978-1-925488-15-9

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Abstract

This study attempts to explore the factors that influence brand switching of Sunsilk shampoo products in Indonesia Collecting data are using questionnaires on 150 respondents. The independent variables are consumer dissatisifaction, need of variety seeking, price, competitors' advertising, and availability of product. Results showed that consumer dissatisfaction, price and competitors' advertising have a significant positive effect on brand switching. Conversely availability of product has a signfficant negative effect on brand switching.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 10 Apr 2017 09:32
Last Modified: 10 Apr 2017 09:32
URI: http://repository.untar.ac.id/id/eprint/378

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