Yulia Erman, Hilda
(2014)
“THE INFLUENCE OF CUSTOMER DISSATISFACTION, NEEDS OF
LOOKING FOR VARIETY, PRODUCT PRICE AND COMPETITORS ON
THE BRAND SWITCHING DECISION OF COSMETIC PRODUCT”.
“THE INFLUENCE OF CUSTOMER DISSATISFACTION, NEEDS OF LOOKING FOR VARIETY, PRODUCT PRICE AND COMPETITORS ON THE BRAND SWITCHING DECISION OF COSMETIC PRODUCT”
.
(Unpublished)
Abstract
“THE INFLUENCE OF CUSTOMER DISSATISFACTION, NEEDS OF
LOOKING FOR VARIETY, PRODUCT PRICE AND COMPETITORS ON
THE BRAND SWITCHING DECISION OF COSMETIC PRODUCT”
CASE IN: PADANG CITY.”
Hilda Yulia Erman
Economic Faculty, Andalas University, Padang
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.
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