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PENGARUH CITRA MEREK, KUALITAS PRODUK, IKLAN, VARIETY SEEKING, DAN HARGA TERHADAP PERPINDAHAN MEREK KE KOSMETIK WARDAH (Studi Pada Konsumen Bedak Wardah di Sardo Swalayan)

Jurnal Ilmiah Riset Manajemen

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Title PENGARUH CITRA MEREK, KUALITAS PRODUK, IKLAN, VARIETY SEEKING, DAN HARGA TERHADAP PERPINDAHAN MEREK KE KOSMETIK WARDAH (Studi Pada Konsumen Bedak Wardah di Sardo Swalayan)
 
Creator Septiningsih, Windy Tri
Rachma, N
Hufron, M.
 
Description ABSTRACThis study aims to determine the effect of Brand Image, Product Quality, Advertisements, Variety Seeking, and Prices on Brand Transfers partially or simultaneously. The population and sample in this study were 85 people who were consumers of Wardah Powder in Sardo Supermarkets. Data collection through questionnaires. in this study using the help of SPSS version 14 with the data testing techniques used in this study include validity test, reliability test, normality test, classic assumption test, multiple linear regression analysis, and testing the research hypothesis.The results of this study indicate that product quality, advertising, and variety seeking partially have no significant effect on brand displacement while brand image and price have a significant effect on brand displacement. Simultaneously, it shows that brand image, product quality, advertising, variety seeeking, and price influence the brand shift in wardah powder.Keywords: Brand Image, Product Quality, Advertising, Variety seeking, Price and brand transfer
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2019-07-28
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/4020
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 08 No. 03 Agustus 2019
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/4020/3497
 
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