Anggraeni, Reni and Evanita, Susi and Sofya, Rani (2018) Pengaruh Endorser, Harga dan Kualitas Produk Terhadap Perilaku Peralihan Merek (Brand Switching) Bedak Padat Mybelline di Kota Padang. Jurnal Ecogen, 1 (4). pp. 785-793.
|
Text
5682-10174-1-SM.pdf Download (695kB) | Preview |
Abstract
The purpose of this study is to determine the effect of endorser, price and quality of products toward Brand Switching Maybelline Solid Powder in Padang. The type of research is descriptive and qualitative research. The sampling technique used is Purposive sampling. The type of data used is primary and secondary data. The data analysis technique used is multiple regression by using t test and F test. The result of the research shows that there is a positive and insignificant influence between endorser variables on brand switching behavior of Maybelline solid powder in Padang. Then for price variable has no effect on brand switching, but there is significant influence between product quality variable to brand switching of Maybelline solid powder in Padang.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi > Pendidikan Ekonomi - S1 |
| Depositing User: | Mrs. Wiwi Sartika |
| Date Deposited: | 13 May 2019 01:42 |
| Last Modified: | 13 May 2019 01:42 |
| URI: | http://repository.unp.ac.id/id/eprint/21992 |
Actions (login required)
 |
View Item |
