CD Skripsi

Pengaruh Ketidakpuasan Konsumen Dan Iklan Produk Pesaing Terhadap Perilaku Brand Switching Pada Aplikasi Belanja Online Lazada

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This research aims to determine the influence of consumer dissatisfaction and advertisements of competitors' products on brand switching behavior on the Lazada online shopping application with the need to look for variations as a intervening variable. This research consists of four variables, namely: Consumer Dissatisfaction (X1), Competitor Product Advertising (X2), Needs looking for Variations (Y1), Brand Switching Behavior (Y2). The population in this research included Riau University students who had shopped online and moved from the Lazada online shopping application, which amounted to 100 samples. To test the hypothesis in this research using Path Analysis with the help of the SPSS (Statistical Package for Social Science) version 25. The results showed that consumer dissatisfaction has a significant effect on the need to find variation, advertisements for competitors' products have a significant effect on the need to find variation, the need to find variations has a significant effect on brand switching, consumer dissatisfaction has a significant effect on brand switching, advertisements for competitors' products have a significant effect on brand switching , the need to seek variation is significantly influenced by consumer dissatisfaction and advertisements of competitors' products, consumer dissatisfaction of competitors' product advertisements and the need to seek variations together have a significant effect on brand switching behavior.

Keywords : Consumer Dissatisfaction, Competitor Product Advertising, Needs
Looking for Variations, Brand Switching Behavior.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1502110328

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI – MANAJEMEN., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1502110328

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

nadya

Versi lain/terkait

Lampiran Berkas

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