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The Effect of Brand Hate and Product Quality to Brand Switching Ms Glow Product With Nwom as Mediating Variable (Study on Users Ms Glow)

FAHREZA, Muhammad Luthfi (2023) The Effect of Brand Hate and Product Quality to Brand Switching Ms Glow Product With Nwom as Mediating Variable (Study on Users Ms Glow). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Penelitian ini bertujuan untuk menganalisis dan mengetahui lebih dalam apakah Brand Hate, Product Quality, dan negative word of mouth berpengaruh terhadap brand switching pada merek MS Glow. Jumlah sampel dalam penelitian ini sebanyak 141 responden. Metode penelitian deskriptif kuantitatif melalui kuisioner daring (google form). Alat analisis yang digunakan adalah SEM Amos. Hasil penelitian disimpulkan Brand Hate berpengaruh terhadap Negative word of mouth dan Brand switching, Product quality berpengaruh negatif terhadap Negative word of mouth dan Brand switching, Negative word of mouth mempengaruhi Brand switching, Negative word of mouth memediasi pengaruh Brand hate terhadap Brand switching, akan tetapi tidak memediasi Product quality terhadap Brand switching.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C23075
Uncontrolled Keywords: brand hate; product quality; negative word of mouth; brand switching
Subjects: B > B337 Brand name products
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mr Muhammad Luthfi Fahreza
Date Deposited: 14 Feb 2023 09:56
Last Modified: 14 Feb 2023 09:56
URI: http://repository.unsoed.ac.id/id/eprint/20062

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