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All Journal Journal of Indonesian Economy and Business Benefit: Jurnal Manajemen dan Bisnis
Khusniyah Purwani
Universitas Islam Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PERILAKU BERALIH MEREK KONSUMEN DALAM PEMBELIAN PRODUK OTOMOTIF Purwani, Khusniyah; Dharmmesta, Basu Swastha
Journal of Indonesian Economy and Business Vol 17, No 3 (2002): July
Publisher : Journal of Indonesian Economy and Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (292.834 KB)

Abstract

This research examined of consideration set size to switch brands in automotive purchase, called Sambandam-Lord model (1995). The results showe that the replicated research model could be applied to the observed data, but not all eleven hypotheses could be supported as the researchers expected. Six of the eleven hypotheses, have been supported, while the others have not. This condition indicates that automotive brands switching behavior occurred because of the three factors mentioned in the model, i.e. (1) prior experience, (2) product knowledge, and (3) media search, and other factors. The intended factors which have not been revealed were found as a desire to have newly manufactured cars, a desire to try other brands, and boredom of the owned car, need to be considered for further research.Keywords: Brand switching, consideration set size, prior experience, product knowledge, media search, retailer search, and satisfaction.
ANALISIS MEREK PADA PRODUK DETERGEN BUBUK SURF Purwani, Khusniyah
Benefit Volume 8 No 1 Juni 2004
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

This research was aimed at examining and evaluating a new brand name of powder detergentproduct, Surf. The evaluation was based on five categories of good brand name consisting ofmemorability, uniqueness, pronounceability, image, and consistency with overall corporate brandingstrategy. The questionnaire used the above five categories combined with Chiranjeev Kohli’s criteria.
ANALISIS MEREK PADA PRODUK DETERGEN BUBUK SURF Purwani, Khusniyah
Benefit: Jurnal Manajemen dan Bisnis Benefit : Kumpulan Makalah Diskusi Dosen FE UMS Volume 8 No 1 Juni 2004
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v8i1.1189

Abstract

This research was aimed at examining and evaluating a new brand name of powder detergentproduct, Surf. The evaluation was based on five categories of good brand name consisting ofmemorability, uniqueness, pronounceability, image, and consistency with overall corporate brandingstrategy. The questionnaire used the above five categories combined with Chiranjeev Kohli’s criteria.
Co-Authors Basu Swastha Dharmmesta