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All Journal Jurnal Fakultas Ekonomi : OPTIMAL
Rahayu, Viranti
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Economics, Econometrics & Finance

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Pengaruh Daya Tarik Produk Pesaing dan Kepuasan Konsumen terhadap Perpindahan Merek Pujihastuti, Isti; Rahayu, Viranti
Optimal: Jurnal Ekonomi dan Kewirausahaan Vol 17 No 1 (2023): Optimal: Jurnal Ekonomi dan Kewirausahaan
Publisher : Fakultas Ekonomi Universitas Islam 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/optimal.v17i1.10745

Abstract

This study aims to determine the effect of competitor product attractiveness and customer satisfaction on the decision to switch from other brands of instant noodles to Indomie in Bekasi City. Descriptive study using a quantitative approach is the methodology used. Partially, the attractiveness of competing products has a positive and significant effect on brand switching, customer satisfaction has a positive and significant effect on brand switching so that it is not proven, perhaps as a result of the vigorous marketing campaign, wide variety of flavors, and higher quality of Indomie instant noodles. The findings of the coefficient of determination show that the R square value of 65% of the independent variables can be explained by the dependent variable, while the remaining 35% can be explained by other variables not included in this study.
Co-Authors Isti Pujihastuti