<![CDATA[ABSTRAKPenelitian bertujuan untuk mengetahui pengaruh variety seeking Terhadap Perilaku Perpindahan Merek Konsumen Produk Sepatu Olahraga Di Kota Prabumulih. Penelitian dilakukan di Kota Prabumulih, dengan jumlah sampel sebanyak 94 responden. Jenis penelitian ini menggunakan metode kuantitatif. Penelitian dilakukan dengan menggunakan teknik Non-Probability Sampling dengan pendekatan Purposive Sampling, yaitu pengambilan sampel dari populasi berdasarkan kriteria tertentu. Metode analisis data dengan menggunakan regresi linear sederhana formula untuk regresi sederhana, uji t dan koefisien determinasi. Hasil uji validitas menunjukkan variabel variety seeking (X) dan brand switching (Y) diukur dengan menggunakan item pertanyaan, dari semau item pertanyaan semua item dalam instrumen variety seeking (X) dan brand switching (Y) dinyatakan valid dengan penjelasan bahwa semua item mempunyai nilai r hitung > r tabel. Dari hasil uji hipotesis pada uji t menunjukkan bahwa pengaruh variabel independen variety seeking (X) terhadap variabel dependen brand switcing berpengaruh positif, dapat dilihat dari nilai t hitung lebih kecil dari nilai t tabel, maka Ho diterima.Kata Kunci: Variety Seeking, Perilaku Perpindahan MerekABSTRACThis study aims to determine the effect of variety seeking on the behavior of consumer brand switching for sports shoes in Prabumulih City. The research was conducted in Prabumulih City, with a total sample of 94 respondents. This type of research uses quantitative methods. The study was conducted using the Non-Probability Sampling technique with a Purposive Sampling approach, namely taking samples from the population based on certain criteria. Data analysis method using simple linear regression formula for simple regression, t test and coefficient of determination. The results of the validity test show that the variety seeking (X) and brand switching (Y) variables are measured using question items, from all question items, all items in the variety seeking (X) and brand switching (Y) instruments are declared valid with the explanation that all items have a value. r count > r table. From the results of the hypothesis test on the t-test, it shows that the influence of the independent variable variety seeking (X) on the dependent variable of brand switching has a positive effect, it can be seen from the t-count value which is smaller than the t-table value, then Ho is accepted. Keywords: Variety Seeking, Brand Switching Behavior]]>
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