AGRIEKONOMIKA
Vol 14, No 1: April 2025

Brand switching behavior on consumer loyalty of branded packed rice in Pangkalpinang City

Fitriyani, Fitriyani (Unknown)
Karsiningsih, Eni (Unknown)
Purwasih, Rati (Unknown)

Article Info

Publish Date
01 May 2025

Abstract

The purpose of this study was to analyze the factors that influence brand switching and consumer loyalty for branded packaged rice. This research was conducted in Pangkalpinang City. The sample was taken using purposive sampling method as many as 100 people. Data analysis using Smart Partial Least Square with the help of SmartPLS 4 software. Price perceptions and product quality have a significant effect on brand switching and loyalty. Perceived price and product quality have an indirect effect on brand switching and branded packaged rice consumer loyalty.

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Journal Info
AGRIEKONOMIKA
Website

Abbrev

agriekonomika

Publisher

Universitas Trunojoyo Madura

Subject

Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

Description

AGRIEKONOMIKA, terbit dua kali dalam setahun yaitu pada April dan Oktober yang memuat naskah hasil pemikiran dan hasil penelitian bidang sosial, ekonomi dan kebijakan pertanian dalam arti ...