Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Students´ Journal of Economic and Management
10.05.51.0001 Ita Velinasari
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH KEBUTUHAN MENCARI VARIASI, PERSEPSI HARGA DAN CELEBRITY ENDORSER TERHADAP BRAND SWITCHING (Studi Empiris Pada Mahasiswa Fakultas Ekonomika dan Bisnis Universitas Stikubank Semarang) Ita Velinasari, 10.05.51.0001
Students Journal of Economic and Management Vol 3, No 1 (2014): vol. 3 no. 1 edisi april 2014
Publisher : Students Journal of Economic and Management

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study is done to analyze the effect of variables variety seeking, price perception, and celebrity endorser against brand switching behavior GSM card in among students. Respondents of this study were students who ever switch brands totaling 100 respondents. The sampling technique using sampling Purposive, then analysed using multiple linear regression. The results of this study indicate that brand switching behavior (Switching Behavior), significantly and positively influenced by the variety seeking and price perception. celebrity endorser variable is not significant and positive influence on brand switching. The most dominant variable affecting brand switching behavior a GSM card is price perception.whereas variable small influence is a variable celebrity endorser.For future researchers, the data collection can be performed to consumers on various pulse counters in order to provide more complete information. Keyword:Variety seeking, Priceperception, Celebrity endorser and Brand switching
Co-Authors