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All Journal Diponegoro Journal of Management West Science Business and Management
Ishadi Ishadi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANALISIS PENGARUH KETIDAKPUASAN KONSUMEN, IKLAN PESAING DAN PERILAKU MENCARI VARIASI TERHADAP PERILAKU PERPINDAHAN MEREK PADA KONSUMEN SHAMPO SUNSILK Ishadi, Ishadi; Djastuti, Indi
Diponegoro Journal of Management Volume 1, Nomor 4, Tahun 2012
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (272.376 KB)

Abstract

This study is grounded by the decreasing of Sunsilk’s market share in 3 (three) years a row which indicates the occurrence phenomenon of consumer switching from Sunsilk to other shampoo. This phenomenon is usually called brand switching. Therefore, the problem in this study is “what are the factors that influence consumers switching from shampoo to another shampoo brand”. This study examined three independent variables; there are consumer dissatisfaction, competitor’s advertising and variety seeking behavior toward brand switching behavior. The purpose of this study is to find the influence of the independent variables toward brand switching behavior. This study uses a questionnaire method with purposive sampling technique to 100 people who had used Sunsilk before and have switched to another shampoo brand. Then, the writer uses the qualitative and quantitative analysis to analyze the data. The quantitative analysis includes the test of validity, reliability, classic assumption, double regression analysis, test hypotheses and test the feasibility of the model through ANOVAs test and value of adjusted R square. The results of this study indicate that the independent variables used in this study, that consumer dissatisfaction, competitor’s advertising and variety-seeking behavior is feasible to test the dependent variable through the ANOVAs test. The t test results showed that all independent variables are tested has a positive and significant effect on the brand switching behavior. The Adjusted R Square is 0,267 which indicates that 26,7% variation of brand switching behavior can be explained by the two independent variables and the remaining 73,3% is explained by other factors beyond this study.
Consumer Satisfaction and Loyalty Towards Chatime Beverage Products: Evidence from Pekanbaru, Indonesia Noviasari, Henni; Junaidi, Andi; Wildah, Sri Wahyuni; Azmi, Fauzan; Ishadi, Ishadi; Siregar, Prima Andreas
West Science Business and Management Vol. 2 No. 01 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i01.691

Abstract

This study examines the influence of taste, price, and service quality on consumer satisfaction and loyalty towards Chatime beverage products in Pekanbaru, Indonesia. Understanding consumer behavior is crucial for sustaining business growth in the rapidly growing food and beverage industry. By leveraging theories of consumer satisfaction and loyalty, this study adopts a quantitative approach through multiple regression analysis of data collected from 108 respondents. The findings revealed that taste, price, and service quality significantly affect consumer satisfaction and loyalty. Interestingly, while satisfaction significantly fosters loyalty, it does not mediate the relationship between price and loyalty, suggesting price sensitivity among students’ demographics. Despite perceiving Chatime's products as relatively expensive, their willingness to recommend the brand indicates recognition of quality. This study contributes to a nuanced understanding of the factors driving consumer loyalty in the competitive beverage industry, emphasizing the need for strategic pricing and quality enhancement to foster consumer satisfaction and loyalty.
Co-Authors Azmi, Fauzan Henni Noviasari Indi Djastuti Junaidi, Andi Prima Andreas Siregar Sri Wahyuni Wildah