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

[img]
Preview
 Text
2912-6253-1-SM.pdf - Published Version
Download (1MB) | Preview

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: Penelitian > 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

Actions (login required)

View Item View Item
Repository UNTAR is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.