Abstract
This study aims to examine the effect of quality of products, promotion and variety seeking towardbrand switchingSariayu cosmetic products in Padang. This research isdescriptive and qualitative research.. The population in this study was Padang city women who had used Sariayu cosmetic products. The sampling technique used is Purposive sampling with a total sample of 100 respondents.The type of data used is primary and secondary data. Thedata analysis technique used is multiple regression by using t test and F test. The analytical method used is path analysis using the SPSS version 21 program.The result of the research shows thatthere is a positive and insignificant influence between quality of products variables on brand switching behavior ofSariayu cosmetic products in Padang.Promotionvariableshas a positive and insignificant effect to brand switching behavior ofSariayu cosmetic products in Padang. Then Variety Seeking variableshas a positive and insignificant effect to brand switching behavior ofSariayu cosmetic products in Padang. Keyword: Quality of products, Promotion, Variety Seeking, Brand Switching
Highlights
PENDAHULUAN Persaingan global pada saat sekarang ini menuntut perusahaan untuk saling bersaing dalam memasarkan dan menjual produknya
This study aims to examine the effect of quality of products, promotion and variety seeking towardbrand switchingSariayu cosmetic products in Padang
Manajemen Pemasaran Modern, Edisi Kedua, Cetakan Ke-tigabelas, Basu, Swastha DH., Irawan) Yogyakarta: Liberty Offset
Summary
1.332 multikolinearitas, Sumber: Pengolahan data statistik SPSS versi 25 (2018) Dari Tabel di atas dapat dilihat bahwa ketiga variabel bebas yang digunakan dalam penelitian ini memenuhi syarat untuk dimasukkan kedalam suatu model, dimana VIF (Varians Inflating Factor) ketiga nilai variabel bebas sekitar 1 yaitu pada variabel X1 sebesar 1,494 ,variabel X2 sebesar 1,451 dan pada variabel X3 sebesar 1,332 dan tingkat tolerance mendekati 1. Dari Gambar 1 di atas terlihat bahwa penyebaran residual dalam penelitian ini tidak teratur, dapat dilihat pada plot yang terpencar dan tidak membentuk pola tertentu. Penelitian ini menganalisis pengaruh tiga variabel bebas yaitu kualitas produk (X1), promosi (X2), dan kebutuhan mencari variasi (X3) yang mempengaruhi perilaku peralihan merek (Y). Setelah dilakukan penelitian mengenai pengaruh kualitas produk, promosi dan kebutuhan mencari variasi terhadap perilaku peralihan merek (brand switching) produk kosmetik Sariayu di Kota Padang, di dapatkan hasil sebagai berikut : Tabel 4.
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