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Pengaruh Ketidakpuasan Konsumen, Karakteristik Kategori Produk Terhadap Keputusan Perpindahan Merek Dengan Kebutuhan Mencari Variasi Sebagai Variabel Moderasi Pada Cv. Max-Indo Padang

Author

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  • Hartati, Remantis
  • Susanti, Febsri

Abstract

This study aims to determine and analyze how much influence consumer dissatisfaction (X1), and the characteristics of the product category (X2), the need to find variation (Z), and the decision to move the brand (Y) on CV. MAX-INDO Padang, using data collection method that is in the form of questionnaire counted 100 respondents. In data analysis using validity test, reliability, and test of classical assumption that is normality, multicollinearity, heteroskedastisitas, and autokorelasi. The analysis method used is linear regression linear variable level analysis. While for hypothesis testing that is F test, T test, coefficient determinant of R2 by using tool of SPSS. The results showed that the variable consumer dissatisfaction influences the brand transfer decision on CV. MAX-INDO Padang, the characteristic variable of the product category influences the brand transfer decision on CV. MAX-INDO Padang, based on the results of linear regression testing using moderation variables found that the variable needs searching Variations strengthen the relationship between consumer dissatisfaction, and the characteristics of the product category, to the decision to move brands on CV. MAX-INDO Padang.

Suggested Citation

  • Hartati, Remantis & Susanti, Febsri, 2019. "Pengaruh Ketidakpuasan Konsumen, Karakteristik Kategori Produk Terhadap Keputusan Perpindahan Merek Dengan Kebutuhan Mencari Variasi Sebagai Variabel Moderasi Pada Cv. Max-Indo Padang," OSF Preprints b2q7x, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:b2q7x
    DOI: 10.31219/osf.io/b2q7x
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