MENGUJI PENGARUH VARIETY SEEKING ATAS DISSATISFACTION DAN COMPETITOR PROMOTION TERHADAP BRAND SWITCHING KONSUMEN LAZADA - Surya Indah Puspita Asri; Christiawan Hendratmoko (STIE Trisna Negara OKU Timur, 2022)
Penelitian ini bertujuan untuk menguji pengaruh dissatisfaction dan competitor promotion terhadap brand switching melalui variety seeking sebagai variabel intervening. Penelitian ini merupakan jenis penelitian kuantatif dengan teknik pengumpulan data menggunakan kuesioner. Sampel pada penelitian ini sejumlah 100 responden yang merupakan mantan pengguna situs belanja online Lazada di wilayah Surakarta. Teknik pengambilan sampel menggunakan nonprobability sample dan jenis yang digunakan adalah accidental sampling. Teknik analisis data menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa (1) Dissatisfaction tidak memiliki pengaruh signifikan terhadap Variety Seeking, (2) Dissatisfaction memiliki pengaruh positif signifikan terhadap Brand Switching, (3) Competitor Promotion memiliki pengaruh positif signifikan terhadap Variety Seeking, (4) Competitor Promotion memiliki pengaruh positif signifi kan terhadap Brand Switching. (5) Variety Seeking memiliki pengaruh positif signifikan terhadap Brand Switching. (6) Dissatisfaction dan Competitor Promotion secara simultan memiliki pengaruh positif signifikan terhadap Variety Seeking. (7) Dissatisfaction, Competitor Promotion, dan Variety Seeking secara simultan memiliki pengaruh positif signifikan terhadap Brand Switching. (8) Dissatisfaction berpengaruh terhadap Brand Switching melalui Variety Seeking. (9) Competitor Promotion berpengaruh terhadap Brand Switching melalui Variety Seeking.Kata Kunci : Brand, Switching, Lazada.ABSTRACTThis research aims to examine the effect of dissatisfaction and competitor promotion on brand switching through variety seeking as an intervening variable.This research is a type of quantative research with data collection techniques using questionnaires. The sample in this study was 100 respondents who were former users of Lazada's online shopping site in the Surakarta region. The sampling technique uses a nonprobability sample and the type used is accidental sampling. The data analysis technique uses multiple linear regression analysis.The results of this study indicate that (1) Dissatisfaction does not have a significant effect on Variety Seeking, (2) Dissatisfaction has a significant positive effect on Brand Switching, (3) Promotion Competitors have a significant positive influence on Variety Seeking, (4) Competitor Promotion has a positive influence significant to Brand Switching. (5) Variety Seeking has a significant positive effect on Brand Switching. (6) Dissatisfaction and Competitor Promotion simultaneously have a significant positive effect on Variety Seeking. (7) Dissatisfaction, Competitor Promotion, and Variety Seeking simultaneously have a significant positive effect on Brand Switching. (8) Dissatisfaction influences Brand Switching through Variety Seeking. (9) Competitor Promotion influences Brand Switching through Variety Seeking.Keywords: Brand, Switching, Lazada.