Model Perilaku Brand Switching Konsumen Dalam Pembelian Produk Otomotif di Kota Medan

<p class="AbstractTitle"><em>This study aims to determine how the Consumer Brand Switching Behavior Model in Purchasing Automotive Products in Medan City. This research is basic research. The population in this study were consumers of car owners in Medan City. The sampling tech...

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Autores principales:	Nadia Ika Purnama, Yudi Siswadi, Siti Mujiatun
Formato:	article
Lenguaje:	ID
Publicado:	Universitas Muhammadiyah Sumatera Utara 2021
Materias:	consumer behavior, brand loyalty, brand switching Management. Industrial management HD28-70 Business HF5001-6182
Acceso en línea:	https://doaj.org/article/d15db2956a3e45a2a7b28bc5cd841ce5
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spelling	oai:doaj.org-article:d15db2956a3e45a2a7b28bc5cd841ce52021-11-05T05:03:36ZModel Perilaku Brand Switching Konsumen Dalam Pembelian Produk Otomotif di Kota Medan1693-76192580-417010.30596/jimb.v22i2.7305https://doaj.org/article/d15db2956a3e45a2a7b28bc5cd841ce52021-04-01T00:00:00Zhttp://jurnal.umsu.ac.id/index.php/mbisnis/article/view/7305https://doaj.org/toc/1693-7619https://doaj.org/toc/2580-4170<p class="AbstractTitle"><em>This study aims to determine how the Consumer Brand Switching Behavior Model in Purchasing Automotive Products in Medan City. This research is basic research. The population in this study were consumers of car owners in Medan City. The sampling technique is a non-probability sampling technique. The criteria used in the sampling are that the respondents of this study are consumers who own cars, have changed car brands in the last 3 years, and reside in Medan, while the sample is set at 145 people. Data collection techniques used were interviews (Interview) and a list of questions (Questionaire). The data analysis method used in this research is the Structural Equation Model method. The results showed that Brand Image has a positive and significant effect on satisfaction. Brand Image has a negative and significant effect on Brand Switching. Product quality has a positive and significant effect on satisfaction. Product quality has a negative and significant effect on Brand Switching. Satisfaction has a negative and significant effect on Brand Switching. Satisfaction can negatively mediate the effect of Brand Image on Brand Switching and Satisfaction can negatively mediate the effect of Product Quality on Brand Switching</em><em>.</em></p>Nadia Ika PurnamaYudi SiswadiSiti MujiatunUniversitas Muhammadiyah Sumatera Utaraarticleconsumer behavior, brand loyalty, brand switchingManagement. Industrial managementHD28-70BusinessHF5001-6182IDJurnal Ilmiah Manajemen dan Bisnis, Vol 22, Iss 2, Pp 151-163 (2021)
institution	DOAJ
collection	DOAJ
language	ID
topic	consumer behavior, brand loyalty, brand switching Management. Industrial management HD28-70 Business HF5001-6182
spellingShingle	consumer behavior, brand loyalty, brand switching Management. Industrial management HD28-70 Business HF5001-6182 Nadia Ika Purnama Yudi Siswadi Siti Mujiatun Model Perilaku Brand Switching Konsumen Dalam Pembelian Produk Otomotif di Kota Medan
description	<p class="AbstractTitle"><em>This study aims to determine how the Consumer Brand Switching Behavior Model in Purchasing Automotive Products in Medan City. This research is basic research. The population in this study were consumers of car owners in Medan City. The sampling technique is a non-probability sampling technique. The criteria used in the sampling are that the respondents of this study are consumers who own cars, have changed car brands in the last 3 years, and reside in Medan, while the sample is set at 145 people. Data collection techniques used were interviews (Interview) and a list of questions (Questionaire). The data analysis method used in this research is the Structural Equation Model method. The results showed that Brand Image has a positive and significant effect on satisfaction. Brand Image has a negative and significant effect on Brand Switching. Product quality has a positive and significant effect on satisfaction. Product quality has a negative and significant effect on Brand Switching. Satisfaction has a negative and significant effect on Brand Switching. Satisfaction can negatively mediate the effect of Brand Image on Brand Switching and Satisfaction can negatively mediate the effect of Product Quality on Brand Switching</em><em>.</em></p>
format	article
author	Nadia Ika Purnama Yudi Siswadi Siti Mujiatun
author_facet	Nadia Ika Purnama Yudi Siswadi Siti Mujiatun
author_sort	Nadia Ika Purnama
title	Model Perilaku Brand Switching Konsumen Dalam Pembelian Produk Otomotif di Kota Medan
title_short	Model Perilaku Brand Switching Konsumen Dalam Pembelian Produk Otomotif di Kota Medan
title_full	Model Perilaku Brand Switching Konsumen Dalam Pembelian Produk Otomotif di Kota Medan
title_fullStr	Model Perilaku Brand Switching Konsumen Dalam Pembelian Produk Otomotif di Kota Medan
title_full_unstemmed	Model Perilaku Brand Switching Konsumen Dalam Pembelian Produk Otomotif di Kota Medan
title_sort	model perilaku brand switching konsumen dalam pembelian produk otomotif di kota medan
publisher	Universitas Muhammadiyah Sumatera Utara
publishDate	2021
url	https://doaj.org/article/d15db2956a3e45a2a7b28bc5cd841ce5
work_keys_str_mv	AT nadiaikapurnama modelperilakubrandswitchingkonsumendalampembelianprodukotomotifdikotamedan AT yudisiswadi modelperilakubrandswitchingkonsumendalampembelianprodukotomotifdikotamedan AT sitimujiatun modelperilakubrandswitchingkonsumendalampembelianprodukotomotifdikotamedan
_version_	1718444557519028224

Model Perilaku Brand Switching Konsumen Dalam Pembelian Produk Otomotif di Kota Medan

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