WIBOWO, Ade Ayu Fitriana (2018) The Effect of Consumer Satisfaction, Brand Image, Price and Variety Seeking on Brand Switching (A Study of Xiaomi Smartphone Consumer In Purwokerto). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research was entitled “THE EFFECT OF CONSUMER SATISFACTION, BRAND IMAGE, PRICE AND VARIETY SEEKING ON BRAND SWITCHING (A Study of Xiaomi Smartphone Consumer in Purwokerto )”.The aims of research were to analyze the effect of consumer satisfaction, brand image, price and variety seeking on brand switching. Based on the theory and results of previous studies, it can be formulated the research hypotheses were consumer satisfaction has a negative effect on brand switching (H1), brand image has a negative effect on brand switching (H2), price has a negative effect on brand switching (H3), variety seeking has a positive effect on brand switching (H4). To test these hypotheses, type of this research uses survey. Population within study was all Xiaomi Smartphone users in Purwokerto, Banyumas Region.Sample size was 130 respondents which determined by interval estimates. Sampling technique used in this research was purposive sampling. Furthermore, technique data analysis of this study used multiple regression analysis. Based on the result of data analysis, it could be concluded that consumer satisfaction has negative effect on brand switching of the users of Xiaomi Smartphone in Purwokerto, meaning that consumers felt high satisfaction on Xiaomi Smartphone so that the intention of brand switching was low, brand image has negative effect on brand switching of the users of Xiaomi Smartphone in Purwokerto, meaning that consumers give very good evaluation against the brand image of Xiaomi so that the intention of brand switching is low, and price as well as variety seeking did not have effect on brand switching of the users of Xiaomi Smartphone in Purwokerto, meaning that the price and variety seeking of Xiaomi did not have effect against the consumers to perform brand switching. Refers to these conclusions, it could be implied that to increase the customers’ Xiaomi Smartphone, the company of Xiomi Smartphone should increase more consumer satisfaction by giving better post purchase service to the consumers, increase brand image by improving the quality of the products especially in diminishing or even removing all weaknesses of the products and improving the benefits of the product, increase more perceived price, meaning that consumers have perception that the price of Xiaomi products is affordable and relevant with the quality, features, and benefits of the product and the company of Xiaomi smartphone should supress consumers’ variety seeking by producing various products so that consumers have more choices and do not seek for variation and switch to other brands since Xiaomi provides various products that can meet the consumers’ need.

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