Abstract
The research aims to understand of the influence of price discount, bonus pack and variety seeking toward Brand Switching Anlene Milk to the other product in Foodmart Basko Grand Mall Padang. The purpose of this research are: 1) the effect of price discount toward brand switching milk anlene to the other product in Foodmart Basko Grand Mall Padang, 2) the effect of bonus pack toward brand switching milk anlene to the other product in Foodmart Basko Grand Mall Padang, 3) the effect of variety seeking toward brand switching milk anlene to the other product in Foodmart Basko Grand Mall Padang. The type of research used in this study is a causal quantitative research. The population in consumer of Basko Grand Mall Padang. The sampling technique is purposive sampling method with the total samples of 100 people. 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 show that there are a positive and insignificant influence between price discount (X1) variable on brand switching behavior of milk anlene to the other product in Foodmart Basko Grand Mall Padang, bonus pack (X2) significantly influence the brand switching behavior of milk anlene to the other product in Foodmart Basko Grand Mall Padang, and variety seeking (X3) significantly influence the brand switching behavior of milk anlene to the other product in Foodmart Basko Grand Mall Padang.Keywords: price discount, bonus pack, variety seeking, and brand switching
Highlights
PENDAHULUAN Dunia persaingan bisnis yang global memaksa para pelaku bisnis berpikir untuk memilih dan menerapkan strategi, agar produk mereka diterima di pasar
The research aims to understand of the influence of price discount, bonus pack and variety seeking toward Brand Switching Anlene Milk to the other product in Foodmart Basko Grand Mall Padang
The purpose of this research are: 1) the effect of price discount toward brand switching milk anlene to the other product in Foodmart Basko Grand Mall Padang, 2) the effect of bonus pack toward brand switching milk anlene to the other product in Foodmart Basko Grand Mall Padang, 3) the effect of variety seeking toward brand switching milk anlene to the other product in Foodmart Basko Grand Mall Padang
Summary
Sumber: Observasi awal di Foodmart Basko Grand Mall Padang, 2018 Berdasarkan Tabel 1 terlihat bahwa banyaknya produk susu bubuk lansia yang tersedia. Persaingan yang ketat,dimana semakin banyak produsen yang terlibat dalam pemenuhan kebutuhan dan keinginan konsumen, maka menyebabkan setiap perusahaan harus menempatkan orientasi kepuasan pelanggan adalah tujuan utama. Hal ini tercermin dari banyaknya perusahaan menyertakan komitmennya terhadap kepuasan pelanggan dalam pernyataan misinya. Ketika mereka merasa tidak sesuai dengan harapan yang diharapkan seperti manfaat dan kualitasnya maka mereka bisa saja melakukan peralihan merek.Banyak sekali konsumen yang melakukan peralihan merek (brand switching) apabila mereka tidak puas terhadap produk tertentu. Hal ini dapat dilihat dari jumlah penjualan yang terjadi pada bulan Oktober sampai Desember 2017 pada tabel di bawah ini: Tabel 2.Data Penjualan Susu Bubuk Lansia pada bulan Oktober sampai Desember 2017 di Foodmart Basko Grand Mall Padang
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