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showed that all items Cronbachs Alpha statement if Item Deleted values greater than 0.60, which means all items declared as reliable
Imam Ghozali 2005: 41
2. Descriptive Statistical Test
The research instrument can be assessed from the result of descriptive statistical test, the result can be seen in table 4.2:
Table 4.2 Descriptive Statistical Test
N Min
Max MeanAverage
Std. Deviation
CU 60
29 37
32.58 2.39
ADV 60
17 25
21.45 2.2
PRC 60
17 23
20.28 1.6
WOM 60
14 34
28.07 3.41
BI 60
28 36
32.15 2.6
BSW 60
18 25
21.62 1.44
Source: Processed Data, 2015 Table 4.2 shows the minimum value, maximum value, average value
mean, and standard deviation value of each variable. The independent variables are Customer Unsatisfaction CU, Advertising ADV, Price
PRC, Word of Mouth WOM, and Brand Image BI. The dependent variable is the Brand Switching BSW.
The standard deviation value of all variables is less than the average value, it means that the standard error in this instrument is low. The low
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standard error indicates that the determination of variables in this research is good to be used and to be processed further.
3. Classical Assumption Test
a. Normality Test Result Normality test to the data is to assess whether the data population
normally distributed. Good data and fit for use in research is one that has a normal distribution. Normality of data can be viewed in several ways,
including by looking at the normal curve p-plot. Figure 4.4
Normality Test Result Using P-Plot
Source: Data Processed, 2015
Figure 4.4 shows that the variable is said to be normal because the distribution of the image data points are spread around the diagonal line, and
the spread of the data points in the direction to follow a diagonal line.
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b. Multicollinearity Test Result Multicollinearity test aims to assess whether in the regression model is
found the existence of correlation between independent variables. A regression model which there is no multicollinearity is when value scale
correlation between independent variable is the value of VIF Variance Inflation Factor less than 10 and has tolerance value more than 0.1.
Table 4.3 Multicollinearity Test Result
Coefficients
a
Model Unstandardized
Coefficients Standardiz
ed Coefficient
s t
Sig. Collinearity
Statistics
B Std.
Error Beta
Tolerance VIF
1 Constant
5.822 2.148
2.710 .009
CU .144
.050 .233
2.858 .006
.776 1.288
ADV -.087
.055 -.117
-1.582 .119
.945 1.058
PRC .273
.092 .279
2.971 .004
.584 1.713
WOM .068
.031 .164
2.187 .033
.915 1.093
BI .305
.058 .491
5.262 .000
.590 1.694
a. Dependent Variable: BSW Source: Data processed, 2015
Table 4.3 shows that each variable has a tolerance score is above 0.1 and the Variance Inflation Score VIF score is around 1.0 until 1.7. In which
Customer Unsatisfaction CU has tolerance level is 0.776 and the VIF level is 1.288. The Advertising ADV has tolerance level is 0.945 and the VIF
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level is 1.058. The Price PRC has tolerance level is 0.584 and the VIF Level is 1.713. The Word of Mouth WOM has tolerance level is 0.915 and the VIF
Level is 1.093. The Brand Image BI has tolerance level is 0.590 and the VIF Level is 1.694.The table indicates that the regression equation is free from
multicollinearity problems c. Heteroscedasticity Test Result
Heterscedsticity test aims to test whether the regression model of the residual variance inequality occur between an observation to another
observation. The detection of heteroskedasticity can be seen from the existence of certain pattern in Scatterplot Graph.
Figure 4.5 Scatterplot Graph
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Source: Data Processed, 2015 Figure 4.5 shows that the dots are spread randomly and do not form a
certain pattern. This means that the heteroscedasticity problem does not exist, and the regression model is feasible to be used for predicting brand switching
to the customer unsatisfaction, advertising, price, word of mouth and brand image.
4. t Test Statistical Result Statistical of t test aims to show how far the influence of the
explanatory variable or independent as individually in explaining the variation in the dependent variable.
Table 4.4 The Statistical t test result
Coefficients
a
Model Unstandardized
Coefficients Standardized
Coefficients t
Sig. B
Std. Error Beta
1 Constant
5.822 2.148
2.710 .009
CU .144
.050 .233
2.858 .006
ADV -.087
.055 -.117
-1.582 .119
PRC .273
.092 .279
2.971 .004
WOM .068
.031 .164
2.187 .033
BI .305
.058 .491
5.262 .000
a. Dependent Variable: BSW Source: Data Processed, 2015
The t test result can be seen in table 4.4, the analysis of t test results are:
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Ha
1
:The Influence of Customer Unsatisfaction toward Brand Switching.
The result of t test can be seen in table 4.4, the customer unsatisfaction CU significance level is 0.006. It means Ha
1
is accepted so that the customer unsatisfaction has significantly
positive influence to the brand switching, because the significance level is below 0,05.
The hypothesis test result is appropriate with the research has been done by Ermayanti 2010, the results of hypothesis
testing showed that the customer unsatisfaction brand awareness variables has significant effect on consumers in making decision to
switch the product of Sunsilk shampoo in Surabaya. While in this hypothesis test research conclude the customer unsatisfaction
significantly positive influence to the brand switching of Specs futsal shoes.
Ha
2
:The Influence of Advertising toward Brand switching.
The result of t test can be seen in table 4.4, the advertising ADV significance level is 0.119. It means Ha
2
is rejected so that the advertising does not has significantly influence the brand
switching decision, because the significance level is above 0,05. The hypothesis test result is does not appropriate with the
Research has been done by Radamuri, et, al., 2013 the results of
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hypothesis testing showed that the variable advertising significantly influence consumers in making brand switching of Blackberry
users. While in this hypothesis test research concludes the advertising does not significantly influence to the brand switching
of Specs futsal shoes.
Ha
3
: The Influence of Price toward Brand Switching.
The result of t test can be seen in table 4.4, the Price PRC significance level is 0.004. It means Ha
3
is accepted so that the price has significantly positive influence to the brand switching,
because the significance level is below 0,05. The hypothesis test result is does not appropriate with the
research has been done by Arianto 2013, the results of hypothesis testing showed that the variables price does not significantly
influence brand switching of Samsung Product in Malang City. While in this hypothesis test research concludes the price has
significant influence to the brand switching of Specs futsal shoes.
Ha
4
:The Influence of Word of Mouth toward Brand Switching.
The result of t test can be seen in table 4.4, the Word of Mouth WOM significance level is 0.033. It means Ha
4
is accepted so that the word of mouth has significantly influence to the brand switching
decision, because the significance level is below 0,05.
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The hypothesis test result is appropriate with the Research has been done by Radamuri, et, al., 2013, the results of hypothesis
testing showed that the variable word of mouth significantly influence consumers in making brand switching of Blackberry users. While in
this hypothesis test research conclude the word of mouth significantly positive influence to the brand switching of Specs futsal shoes.
Ha
5
:The Influence of Brand Image toward Brand Switching.
The result of t test can be seen in table 4.4, the Brand Image BI significance level is 0.000. It means Ha
5
is accepted so that the brand image has significantly influence to the brand switching, because the
significance level is below 0,05. The hypothesis test result is appropriate with the Research has
been done by Radamuri, et, al., 2013, the results of hypothesis testing showed that the variable brand image significantly influence consumers
in making brand switching of Blackberry users. While in this hypothesis test research conclude the brand image significantly positive influence to
the brand switching of Specs futsal shoes. 5. F test Statistical result
The result of F test statistical test can be seen in table 4.6, if the probability value is less than 0,05 so H
6
is accepted and H is
rejected, and if the probability value is more than 0,05 so H is
accepted and H
6
is rejected.
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Table 4.5 F Test Statistical Result
Source: Data processed, 2015
Ha
6
:The Influence of Customer Unsatisfaction, Advertising, Price, Word
of Mouth, and Brand Image toward Brand Switching
The hypothesis 5 can be seen in table 4.5 the F value is 28,904 with the significance level 0,000. It means that Ha
6
is accepted, so it can be said that the customer unsatisfaction CU, advertising ADV,
price PRC, word of mouth WOM and brand image BI have simultaneously significant influence to the brand switching.
The hypothesis test result is appropriate with the research has been done by Nilasari and Yoestini 2012 the results of hypothesis
testing showed that the customer unsatisfaction and price simultaneously significant influence to brand switching of Lifebuoy
soap in Semarang city. And also the hypothesis test result is
ANOVA
a
Model Sum of
Squares Df
Mean Square
F Sig.
1 Regression
110.401 5
22.080 28.089
.000
b
Residual 42.449
54 .786
Total 152.850
59 a. Dependent Variable: BS
b. Predictors: Constant, BI, ADV, WOM, CU, PRC
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appropriate with the research has been done by Radamuri, et, al., 2013 the result of hypothesis testing showed that brand image, word
of mouth and advertising simultaneously significant influence to brand switching of Blackberry users. While in this hypothesis test research
conclude that the customer unsatisfaction, advertising, price, word of mouth and brand image have simultaneously influence to the brand
switching of Specs futsal shoes. 6. Hypothesis Test Result
Hypothesis test in this result used multiple regression analysis, such as: 1. Multiple Linear Regression test
Based on the result test on table 4.5, the regression model equation is created as follow:
Description: Y : Brand Switching
X
1
: Customer Unsatisfaction X
2
: Advertising X
3
: Price X
4
: Word of Mouth X
5
: Brand Image
Y=5.965 + 0.144X
1
- 0.087X
2
+ 0.273X
3
+ 0.068X
4
+ 0.305X
5
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The regression equation above shows that the constant value is 5.822. This means that the variable of Customer Unsatisfaction, Advertising, Price, Word
of Mouth, and Brand Image are said to be constant, so the Brand Switching will be constant in the amount of 5.822.
The regression coefficient in the Customer Unsatisfaction is 0.144, it means that if the customer unsatisfaction is added into one unit, so the brand
switching will be increased in amount of 0.144, with the assumption that the other variables are held constant. The coefficient is positive, it means there is
a positive relationship brand awareness and the brand switching. The regression coefficient in the advertising is -0.087, it means that if
advertising are added into one unit, so the brand switching will be increased in amount of -0,087, with the assumption that the other variables are held
constant. The coefficient is negative, it means there is a negative relationship between advertising and brand switching.
The regression coefficient in the price is 0.273, this things means that if the price are added into one unit, so the brand switching will be increased in
amount of 0.273, with the assumption that the other variables are held constant. The coefficient is positive, it means there is a positive relationship
between price and brand switching.
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The regression coefficient in the word of mouth is 0.068, this thing means that if the word of mouth are added into one unit, so the brand
switching will be increased in amount of 0.068, with the assumption that the other variables are held constant. The coefficient is positive, it means there is
a positive relationship between word of mouth and brand switching. The regression coefficient in the brand image is 0.305, this things
means that if the brand image are added into one unit, so the brand switching will be increased in amount of 0.305, with the assumption that the other
variables are held constant. The coefficient is positive, it means there is a positive relationship between brand image and brand switching.
2. Determination Coefficient Test Result This test aims to measure independent variable ability Customer
Unsatisfaction, Advertising, Price, Word of Mouth, and Brand Image in describing dependent variable variance Brand switching. The result of
Coefficient of Determination can be seen in adjusted R square column that shown in the table below:
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Source: Data Processed, 2015 Based on table 4.6 Adjusted R Square generated by the independent
variables is 0,697 that means 69.7 dependent variable, the brand switching described by the independent variables that are customer unsatisfaction,
advertising, price, word of mouth and brand image, and the rest of 30,3 described by the other variables that is not included in the research such as the
brand awareness, brand quality, brand association and brand loyalty. The value of correlation coefficient R in table 4.4 is 0,803 shows that
the relationship between independent and dependent variable is very strong, because it has a correlation in range of 0.80 to 1.00. The standard error of the
estimate SEE is 0.88. The smaller the SEE value, the more accurate the regression model in predicting the dependent variable.
Table 4.6 Coefficient of Determination Test
Model Summary
b
Mode l
R R Square
Adjusted R Square
Std. Error of the Estimate
1 .850
a
.722 .697
.88661 a. Predictors: Constant, BI, ADV, WOM, CU, PRC
b. Dependent Variable: BS
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7. Analysis
