PENGARUH KUALITAS PRODUK PESAING DAN IKLAN PRODUK PESAING TERHADAP KEPUTUSAN PERPINDAHAN MEREK MIE SEDAAP DENGAN KEBUTUHAN MENCARI VARIASI SEBAGAI VARIABEL MODERASI
( Studi Pada Konsumen Mie Sedaap Yang Telah Beralih ke Merek Lain di Kecamatan Pulung Kab
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Institusion
Universitas Muhammadiyah Ponorogo
Author
Wahyu Nur Kholifah, Rizka
Subject
HB Economic Theory
Datestamp
2022-09-19 08:14:37
Abstract :
Competition between brands is so tight that it can make it difficult for consumers to be loyal and ultimately make consumers have the opportunity to switch from one brand to another. This brand switching behavior can be caused by external factors such as the quality of competitors' products and advertisements of competitors' products as well as by internal factors such as variety seeking. This study aims to analyze whether the quality of competitors' products and advertisements of competitors' products affect the decision to switch Mie Sedaap brands and to analyze whether the need to look for variations can strengthen or weaken the relationship between the quality of competitors' products and the advertisements of competitors' products on the decision to switch Mie Sedaap brands. The sample used in this study were 100 consumers of Mie Sedaap who had switched to other brands in Pulung, Ponorogo. The data analysis methods used are data quality test, classical assumption test and moderated regression analysis (MRA). The results showed that there was a significant influence between the quality of competitors' products and the advertisements of competitors' products on the decision to switch the Mie Sedaap brand in Pulung, Ponorogo, while the variety seeking could not moderate the relationship between the quality of competitors' products and the advertising of competitors' products on the decision to switch the Mie Sedaap brand in Pulung, Ponorogo.
Competition between brands is so tight that it can make it difficult for consumers to be loyal and ultimately make consumers have the opportunity to switch from one brand to another. This brand switching behavior can be caused by external factors such as the quality of competitors' products and advertisements of competitors' products as well as by internal factors such as variety seeking. This study aims to analyze whether the quality of competitors' products and advertisements of competitors' products affect the decision to switch Mie Sedaap brands and to analyze whether the need to look for variations can strengthen or weaken the relationship between the quality of competitors' products and the advertisements of competitors' products on the decision to switch Mie Sedaap brands. The sample used in this study were 100 consumers of Mie Sedaap who had switched to other brands in Pulung, Ponorogo. The data analysis methods used are data quality test, classical assumption test and moderated regression analysis (MRA). The results showed that there was a significant influence between the quality of competitors' products and the advertisements of competitors' products on the decision to switch the Mie Sedaap brand in Pulung, Ponorogo, while the variety seeking could not moderate the relationship between the quality of competitors' products and the advertising of competitors' products on the decision to switch the Mie Sedaap brand in Pulung, Ponorogo.
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