Majalah Ilmiah Manajemen dan Bisnis
Vol 18 No 1 (2021): Majalah Ilmiah Manajemen dan Bisnis (MIMB)

Pengaruh Kualitas Produk, Harga dan Promosi Terhadap Perpindahan Merek Sabun Mandi Lifebuoy pada Ibu Rumah Tangga di Desa Purwokerto Lor Kabupaten Banyumas

arinastuti arin (Unknown)
Dian Safitri (FEB UNWIKU)

Article Info

Publish Date
31 May 2021

Abstract

This study aims to analyze the effect of product quality, price and promotion to brand switching on Lifebuoy bath soap among housewives in Purwokerto Lor Village, Banyumas Regency. This type of research is quantitative with multiple linear regression research methods. The results showed that product quality, price and promotion had a positive and significant effect to brand switching on Lifebuoy bath soap in Purwokerto Lor Village, Banyumas Regency. The policy implication of this finding is that companies should further improve product quality, price and promotion, because the motive for housewives switching Lifebuoy soap is to seek variety.

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Journal Info
Majalah Ilmiah Manajemen dan Bisnis
Website

Abbrev

mimb

Publisher

Universitas Wijayakusuma Purwokerto

Subject

Economics, Econometrics & Finance

Description

Majalah Ilmiah Manajemen dan Bisnis (MIMB) (Print ISSN: 1411-1977) published two times (May and November) by Faculty of Economics and Business, Wijayakusuma University, Purwokerto. Majalah Ilmiah Manajemen dan Bisnis original research in the fields of economics, management and accounting, including ...