Yulia Erman, Hilda
(2014)
“THE INFLUENCE OF CUSTOMER DISSATISFACTION, NEEDS OF
LOOKING FOR VARIETY, PRODUCT PRICE AND COMPETITORS
ADVERTISEMENT ON THE BRAND SWITCHING DECISION OF
COSMETIC PRODUCTS”.
Masters thesis, Universitas Andalas.
Abstract
“THE INFLUENCE OF CUSTOMER DISSATISFACTION, NEEDS OF LOOKING FOR
VARIETY, PRODUCT PRICE AND COMPETITORS ADVERTISEMENT ON THE BRAND
SWITCHING DECISION OF COSMETIC PRODUCTS
CASE IN: PADANG CITY.”
Bachelor Thesis by: Hilda Yulia Erman
Supervisor: Dr. Harif Amali Rivai, SE, MSi
Abstract
This research investigates the relationship between“The Influence of Customer Dissatisfaction, Needs
of Looking for Variety, Product Price, and Competitors Advertisement on the Brand Switching
Decision of Cosmetic Product. (Case in: Padang City).” The data obtained through questionnaire.
The samples were drawn from 150people who ever did the brand switching of cosmetic product. The
data analyzed by using SPSS 16. In this research there are five variables, those are independent
variable which are customers dissatisfaction, needs of looking for variety, product price, and
competitors advertisement, the dependent variable which is brand switching. The findings indicated
that customer dissatisfactionhas significant to brand switching, needs of looking for variety has no
significant to motivation, product price has significant to brand switching and competitor
advertisement has significant to brand switching.
Keywords:Customer Dissatisfaction, Needs og Looking for Variety, Product Price, Competitor
Advertisement, Brand Switching Decision.
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