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The Effect of Consumer Complaints Behavior and Brand Image on Brand Switching Intention with Social Media Use as a Moderating Variable (Study on Es Teh Indonesia)

RAMADANA, Davey Prada (2023) The Effect of Consumer Complaints Behavior and Brand Image on Brand Switching Intention with Social Media Use as a Moderating Variable (Study on Es Teh Indonesia). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Penelitian ini merupakan survei pada masyarakat di seluruh Indonesia. Penelitian ini mengambil judul: “The Effect Of Consumer Complaints Behavior And Brand Image On Brand Switching Intention With Social Media Use As A Moderating Variable (Study On Es Teh Indonesia)”. Populasi dalam penelitian ini adalah pelanggan dari Es Teh Indonesia. Sampel pada penelitian ini sebanyak 170 responden yang diambil menggunakan metode purpose random sampling. Hasil penelitian yang dilakukan dengan menggunakan analisis SPSS menunjukan bahwa: (1) Brand Image berpengaruh Negatif terhadap Brand switching intentions. (2) Consumer complaint behavior berpengaruh positif terhadap brand switching intentions. (3) Social media use memoderasi hubungan antara brand image terhadap brand switching intentions. (4) Social media use memoderasi hubungan antara consumer complaint behavior terhadap brand switching intentions.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C23449
Uncontrolled Keywords: Brand Image, Consumer complaint behaviour, Brand Switching Intentions, Social Media use
Subjects: B > B337 Brand name products
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mr Davey Prada Ramadana
Date Deposited: 18 Sep 2023 07:41
Last Modified: 18 Sep 2023 07:41
URI: http://repository.unsoed.ac.id/id/eprint/23702

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