PENGARUH ATRIBUT PRODUK, IKLAN, DAN VARIETY SEEKING TERHADAP KEPUTUSAN BERALIH MEREK PADA PRODUK MIE INSTAN (Studi Kasus Pada Mahasiswa UNDIP Indekos di Kelurahan Pleburan)

Abstract

Instant noodle market increasing rapidly year to year. Because of this lucrative business, cause the rise of the brand new brand. Increasing number of branded products offered the consumer will identify which brand fulfills their needs, and giving the effect on pre-existing brand. Consumers likely will try a new brand even switch brands. The purpose of this study is to determine how the influence of product attributes, advertising, and variety seeking to brand switching decision partially or together at the instant noodle product. This study uses explanatory research with the number of samples of 100 persons. Method of sampling using purposive sampling. The method of analysis used to use the correlation coefficient, determination coefficient, simple linear regression, multiple linear regression support by SPSS. Results from this research are the variable product attributes have a positive influence on brand switching decisions by the regression equation Y = 1.380 + 0.551 X1, coefficient of determination equal to 0.351. Advertising variable has a positive influence on brand switching decisions by the regression equation Y = 1.754 + 0.546 X2, with a coefficient of determination equal to 0.432. Variable variety seeking have a positive influence on brand switching decisions by the regression equation Y = 1.753 + 0.531 X3, with a coefficient of determination equal to 0.376. Variable product attributes, advertising, and variety seeking collectively - together have a positive influence on brand switching decisions with multiple regression equation Y = -0.460 + 0.198 X1 + 0.309 X2 + 0.217 X3, with determination coefficient of 0.524. Suggestions can be submitted to the company in order to maintain a good brand to be received by the customer is always being nice to customers, had a commitment to sell the product, always make improvements in both service and product performance.