PENGARUH KETIDAKPUASAN KONSUMEN DAN KEBUTUHAN MENCARI VARIASI PADA KEPUTUSAN PERPINDAHAN MEREK PRODUK KARTU SELULER GSM PRA BAYAR DI YOGYAKARTA
This study was aimed at examining the influence of customer dissatisfaction and variety seeking needs on brand switching of the pre paid GSM cellular card product brands in Yogyakarta. This research used quantitative approach with survey method in which questionnaire was used to gather the data. The...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2013
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| Summary: | This study was aimed at examining the influence of customer
dissatisfaction and variety seeking needs on brand switching of the pre paid GSM
cellular card product brands in Yogyakarta.
This research used quantitative approach with survey method in which
questionnaire was used to gather the data. The main data of this research were
gained from 100 respondents who used pre paid GSM cellular card in
Yogyakarta.
In this research, logistic regression was used to analyze the data to know
the influence of customer dissatisfaction and variety seeking needs on brand
switching. The logistic regression showed that the customer dissatisfaction and
variety seeking needs influenced positively on brand switching. |
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