PENGARUH KETIDAKPUASAN KONSUMEN, IKLAN PESAING, PERILAKU MENCARI VARIASI TERHADAP PERILAKU PERPINDAHAN MEREK PADA KARTU PROVIDER 3 (STUDI PADA MAHASISWA/I DI UNIVERSITAS MUHAMMADIYAH YOGYAKARTA)
Abstract
This research aims to analyze the influence of Consumer Dissatisfaction, ad
competitors, looking for variations in Behavior against the behavior of the transfer of the
brand on the card Provider 3 on Student/i at the Muhammadiyah University of Yogyakarta.
The subject in this study are students/i ever used the card and never make the shift brand in
Muhammadiyah University of Yogyakarta. In this study the sample numbered 156
respondents were selected using a purposive sampling method and multiple linear regression
with the help of SPSS version 15.0 as its analysis tools.
Based on the results of the research that has been done to consumer dissatisfaction
that the results obtained, the behavior of seeking simultaneous variations had a significant
and positive influence against the behavior of the transfer of the brand. So also with the
dissatisfaction of consumers have positive and significant influence against displacement
behavior of brand, advertising a competitor has a positive influence and displacement
behavior not significantly to brand, the behavior of seeking the variation has a positive
influence and significant displacement behavior towards the brand