ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT PERPINDAHAN MEREK DENGAN REFERENCE GROUP SEBAGAI VARIABEL MODERATING (Studi kasus pada pengguna provider Indosat M3 di Kota Semarang)

Abstract

Samples of this study are the ones who are still using Indosat IM3 and use other providers in the area of Semarang with the number of respondents is 150 people. Techniques analyzed using Structural Equation Modeling (SEM) with WarpPLS program version 2.0. The data has been tested using validity to test the validity of the list of questions by looking at the value of APC, ARS, VIF, AVIF and discriminant validity whereas reliability test using the approach of composite reability and Cronbach's Alpha and hypothesis testing is measured based on a significance level of 5% . Data results show that the model proposed in this study can be accepted, so it can be concluded that the higher variety seeking behavior, the higher the interest in brand switching (hypothesis 1) with a path coefficient of 0.125, the higher the effectiveness of the lower interest advertising brand switching (hypothesis 2) with a path coefficient of -0.118, the higher the customer satisfaction, the lower the interest in brand switching (hypothesis 3) with a path coefficient of -0694, the higher the customer satisfaction, the lower the interest in brand switching, if the dominant reference group (hypothesis 4) with path coefficient of -0.151.