Jurnal Multidisiplin Madani (MUDIMA)
Vol. 3 No. 1 (2023): January, 2023

Brand Switching Behavior Influenced by Product Attributes and Variety Seeking with Consumer Trust as a Mediating Variable

Dematria Pringgabayu (Universitas Pendidikan Indonesia)
Agus Rahayu (Universitas Pendidikan Indonesia)
Heny Hendrayati (Universitas Pendidikan Indonesia)
Ayuningtyas Yuli Hapsari (Universitas Widyatama)

Article Info

Publish Date
30 Jan 2023

Abstract

The movement of cellular operators to other brands is of course a picture for the company. Therefore companies must be able to increase product innovation both from all aspects of the product attributes offered, such as service quality and pricing that meet consumer desires or needs for product variations. This study aims to determine whether brand switching behavior is really influenced by product attributes and also variety seeking, and researchers also use the consumer trust variable as a mediator. The research method used was a descriptive and explanatory survey with a total sample of 384 people. The results of the study prove that product attributes and variety seeking have a positive and significant influence in forming consumer trust, and consumer trust has a positive and significant effect in shaping brand switching behavior. It can be seen that this variable has the greatest test value so that it can be concluded that customer trust is a the biggest influence on brand switching on customers

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Multidisiplin Madani (MUDIMA)
Website

Abbrev

mudima

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Journal Description Jurnal Multidisiplin Madani (MUDIMA) adalah adalah jurnal multidisiplin yang diterbitkan oleh Formosa Publisher. Jurnal Multidisiplin Madani (MUDIMA) terbit setiap bulan (monthly). Jurnal Multidisiplin Madani (MUDIMA)merupakan jurnal peer review, open access, dan ilmiah yang ...