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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Lusiana Suprapti
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Economics, Econometrics & Finance

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Model Perilaku Perpindahan Merek Pada Beauty Clinic muji rahayu, tri septin; Lusiana Suprapti
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. Spesial Issue 4 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (304.745 KB) | DOI: 10.32670/fairvalue.v4iSpesial Issue 4.1162

Abstract

The purpose of this study is to determine the effect of independent variables are which post-consumption dissatisfaction, switching costs and word of mouth on towards brand switching. Data collection techniques this research used is purposive sampling metodh with 100 respondents. The data analysis technique used is multiple linear regression analysis. The results of the analysis show that the variables of post-consumer dissatisfaction, switching cost and word of mouth simultaneously have a positive and significant effect on the brand's switching decision to move to the Reta Beauty Clinic. Post-consumption dissatisfaction, switching cost variable partially has no effect on brand switching decisions. Word of mouth variabels partially have a positive and significant effect on brand switching decisions.
Co-Authors Tri Septin Muji Rahayu, Tri Septin