IMPLIKASI HARGA PRODUK, KETIDAKPUASAAN KONSUMEN, IKLAN PRODUK, DAN KEPERCAYAAN KONSUMEN DALAM KEPUTUSAN PERPINDAHAN MEREK MOBIL

ANDREAS WILLIAM MANIK, 1116051008 (2015) IMPLIKASI HARGA PRODUK, KETIDAKPUASAAN KONSUMEN, IKLAN PRODUK, DAN KEPERCAYAAN KONSUMEN DALAM KEPUTUSAN PERPINDAHAN MEREK MOBIL. FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.

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LEMBAR PERSETUJUAN.pdf

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LEMBAR PENGESAHAN.pdf

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SURAT PERNYATAAN.pdf

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Abstrak

ABSTRAK Tujuan Penelitian ini adalah untuk mengetahui pengaruh harga produk, ketidakpuasaan konsumen, iklan produk, dan kepercayaan konsumen dalam keputusan perpindahan merek mobil. Responden dalam penelitian ini adalah konsumen mobil di wilayah kota Bandar Lampung yang sudah pernah melakukan perpindahan merek mobil. Analisis data penelitian ini menggunakan teknik regresi berganda dengan alat uji SPSS 16. Hasil dari penelitian ini menunjukkan bahwa harga produk (X1), ketidakpuasaan konsumen (X2), iklan produk (X3), dan kepercayaan konsumen (X4) berpengaruh dalam keputusan perpindahan merek mobil (Y). Hasil uji F menunjukkan secara simultan harga produk, ketidakpuasaan konsumen, iklan produk, dan kepercayaan konsumen memiliki pengaruh yang positif terhadap keputusan perpindahan merek mobil. Kata Kunci: harga produk, ketidakpuasaan konsumen, iklan produk, kepercayaan konsumen, dan perpindahan merek. ABSTRACT The purpose of this study was to determine The implications of the price of products, consumer dissatisfaction, product advertising and Consumer confidence in the decision of the brand switching in a car brand. Respondents in this research are consumers of cars in the city of Bandar Lampung who've been to shift the car brand. The sample in this study were selected using accidental sampling. The research data analysis using multiple regression techniques to test equipment SPSS 16. Results of this study indicate that the price of products (X1), consumer dissatisfaction (X2), product advertising (X3), and Consumer confidence (X4) influential in decisions on the brand switching in a car brand (Y). F test showed simultaneous of the price of products, consumer dissatisfaction, product advertising and Consumer confidence influence on the brand switching in a car brand. Keywords: price of products, consumer dissatisfaction, product advertising, consumer confidence, and brand switching.

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HB Economic Theory
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 2568566 . Digilib
Date Deposited: 29 Jun 2015 04:24
Last Modified: 29 Jun 2015 04:24
URI: http://digilib.unila.ac.id/id/eprint/10544

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