95
7. Analysis
a. Customer Unsatisfaction The hypothesis test result shows that the customer unsatisfaction is
significantly influence to the brand switching. It can be seen in the significant value of t test as amount 0.006. This could be happen because
of consumer unsatisfaction arise when the performance of a product turns out worse than expected performance. Consumers who are not satisfied
with a product less likely to be re-purchasing, tend to switch brands, and appealed to manufacturers, retailers, and even tell the other customers.
Quality and customer satisfaction are closely related. Quality gives an impulse to the customer to establish a strong bond with the company. In
the quality of the products there are eight main dimensions which are usually used, namely: performance, feature, reliability, durability,
serviceability, conformance, aesthetics and perceived quality. b. Advertising
The hypothesis test result shows that the advertising is does not influence to the brand switching. It can be seen in the significant value of t
test as amount 0.119. This could be happen because the advertising is called as a form of communication in the process of advertising there is a
flow of information that the advertising message from a source companies that are presented to a news channel and there is also the
purpose of the message that the target market or audience. Meanwhile, as
96
a form of promotion, because the ads are efforts to influence the market in order to buy the products offered by the sponsoring company. And
sometimes the massage of the product through advertising is did not caught clear yet to the customer because the advertising have several
limitation like duration, graphic, sound, video and so on that will create different perception of customers.
c. Price The hypothesis test result shows that the price is significantly
influence to the brand switching. It can be seen in the significant value of t test as amount 0.004. This could be happen because the brand association
is commonly because Price variables in the marketing mix refer to what should be the consumer to buy a product or service which normally uses
the value of money. The price of a product is determined not only by the cost of production but also other factors, such as competition and
consumer perception of the product. And factors affecting the price level are: economics condition, demand and supply, company goals, legal and
ethical factors, marketing mix, cost, size of business, competition and nature of the market.
d. Word of Mouth The hypothesis test result shows that the Word of Mouth is
significantly influence to the brand switching. It can be seen in the significant value of t test as amount 0.033. This could be happen because
97
Word of Mouth communication that is done through word of mouth conversation by telling experience or excellence of a product. Initially this
term specifically referred to the oral communications but now includes all types of human communication, such as face-to-face, telephone, e-mail
and text messages. Word of mouth is considered to be the most powerful force in the market. In the fact, consumer choice is usually influenced by
word of mouth. e. Brand Image
The hypothesis test result shows that the brand image is significantly influence to the brand switching. It can be seen in the
significant value of t test as amount 0.000. This could be happen because positive image consumer to a brand more allows consumers to
make purchases. Good brand also became the basis for building a positive corporate image. The benefits of a positive brand image, the
company bias expand product lines by utilizing the positive image which has been formed to brand old products. The thing to note is how
to maintain and improve the already positive brand image. Several consequences of brand image including: Improving the understanding
of knowledge on aspects consumer behavior in making decisions, enhancing consumer orientation toward things that are symbolic over
the functions of the product.
98
CHAPTER V CONCLUSION AND IMPLICATION
A. Conclusion
This research aims to show the influence of Customer Unsatisfaction, Advertising, Price, Word of Mouth and Brand Image toward Brand Switching.
This research comprises the completed questionnaires of 60 respondents that are customer of SPECS Shoes. The research method used is the multiple regression
analysis model that produced the conclusion such as: 1. Based on the result of this research, the customer unsatisfaction has
significant influence the brand switching other futsal shoes to brands SPECS.
2. Based on the result of this research, the advertising doesn’t influence to
the brand switching other futsal shoes to brands SPECS. 3. Based on the result of this research, the brand association has significant
influence the brand switching other futsal shoes to brands SPECS. 4. Based on the result of this research, the word of mouth has significant
influence the brand switching other futsal shoes to brands SPECS. 5. Based on the result of this research, the brand image has significant
influence the brand switching other futsal shoes to brands SPECS. 6. Based on the result of this research, the Customer Unsatisfaction,
Advertising, Price, Word of Mouth and Brand Image has significantly and
Kategori