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12.05.51.0131 Inka Nuromavita, 12.05.51.0131
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Economics, Econometrics & Finance

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PENGARUH KETIDAKPUASAN KONSUMEN, CITRA MEREK DAN PERSEPSI HARGA TERHADAP PERPINDAHAN MEREK SEPEDA MOTOR YAMAHA KE HONDA (Studi Pada Masyarakat Kota Semarang) Inka Nuromavita, 12.05.51.0131
Students Journal of Economic and Management Vol 5, No 1 (2016): Vol.5 No.1 Edisi April 2016
Publisher : Students Journal of Economic and Management

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Abstract

So many automotive companies in Indonesia, then consumers will be more selective about which brand of motorcycles that will be used as mean of transportation. The problem in this research is “ Whether a variable consumer dissatisfaction, brand image, and perception of price influence on the brand switching from Yamaha to Honda in semarang. The purpose of this research is to analize the variabels consumer dissatisfaction, brand image, and  perception of price  influence on the brand switching  from Yamaha to Honda in Semarang. The samples in this research is 100 respondents, and the methodology used is purposive sampling where the respondent used is consumers who have switched from a user Yamaha to Honda. The data was collected using a questionnaire. The research   showed that the variables of consumer dissatisfaction have positive and significant effect on brand switching, brand image have positive and significant effect on brand switching and perception of price have positive and significant effect on brand switching from Yamaha to Honda in seamarang. Key Words : Cunsumer Dissatisfaction, Brand Image, Perseption of Price and Brand Switching
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