Abstract
This study uses a quantitative approach. The research was conducted on Natasha skincare consumers in Bandar Lampung. The research sample amounted to 100 respondents using non-probability sampling technique, namely purposive sampling. Collecting data through the distribution of questionnaires. The data analysis method in this study uses partial least squares structural equation modeling (PLS-SEM) with SmartPLS3 software for data processing. The results show that the hypothesis is supported, namely that there is a positive and significant effect between variety seeking (X1) on brand switching (Y) on Natasha skincare consumers in Bandar Lampung. This is evidenced by the original sample (O) 0.438 T-statistic value 4.553 > 1.96 and P-Values 0.000 < 0.05, and there is a positive and significant effect between packaging (X2) on brand switching (Y) with an original sample value (O) of 0.343, a T-Statistic value of 3.197 > 1.96 and a P-Values of 0.001 < 0.05. Based on R2, which is 0.464 or 46.4%, which means that variety seeking and packaging are able to explain the variability of the brand switching construct by 46.4%, and the remaining 54.6% is influenced by other factors not examined in this study. variety seeking and packaging for brand switching on Natasha skincare consumers in Bandar Lampung.
Highlights
The results show that the hypothesis is supported, namely that there is a positive and significant effect between variety seeking (X1) on brand switching (Y) on Natasha skincare consumers in Bandar Lampung
Saran Pokok pikiran yang dapat dijadikan saran dari hasil penelitian ini adalah sebagai berikut: 1) Klinik Natasha Skincare sebaiknya menambah jumlah variasi-variasi baru pada produk dan menambah atau menginovasikan packaging yang lebih menarik lagi sehingga dapat membuat pelanggan menjadi loyal dan tidak melakukan brand switching pada produk skincare lain
Summary
Ini merupakan hal yang terus berlanjut, sehingga mau tidak mau perusahaan harus siap akan resiko tersebut karena jika perusahaan berhasil, maka akan memunculkan sikap perilaku konsumen yang loyal terhadap suatu merek, dan jika gagal maka merek tersebut akan dilupakan oleh konsumen dan beralih ke merek lain, maka pada penelitian yang dilakukannya bahwa variabel variety seeking berpengaruh positif dan signifikan terhadap brand switching. Hal ini sejalan dengan apa yang dilakukan oleh Lestari, Kurniari, & Fitrianti (2020) mengatakan bahwa faktor eksternal dalam mempengaruhi pembelian konsumen yaitu dengan adanya stimulus pemasaran salah satunya adalah kemasan akan membuat mereka switching.
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