The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia
| 118
results in accordance with what we want to measure. Test Validity done by looking at the output of the
program AMOS AMOS is the Estimate by comparing P values with an alpha of 5 if the P value 0.05 was
then declared invalid. Reliability test was conducted to test the interpretation of the respondents statement of
grains contained in the instrument of consistency shown by the answers given. To determine whether the data is
reliable or not it can be seen from the Cut-Off Value of contruct Reliability with the minimum provisions of 0.7
or views of Cut Off Value of Variance Extracted at least 0.5.
8. DATA ANALYSIS
The variables in this study were classified into exogenous
variables, mediating
variables, and
endogenous variables. Exogenous variables consist of Information Quality E-Learning, E-Learning System
Quality, Service Quality of E-Learning. Mediating variables consisting of Intention To Use and User
Satisfaction, and for the endogenous variables namely Net Benefit. The following is the operational definition
of variables. Perhaps there is also a double instrumental variables as independent variable in a relationship, but
became dependent on variables other relationships given the existence of a relationship of causality that is
berjenjan. Each of the dependent and independent variable is a factor or invalid constructs can be built
from a few variable indicators. Similarly among the variables that may take the form of a single variable in
observation or measured directly in a process of research. Modeling by using SEM research refers to
Ferdinand 2002.
Table. 2
Goodness of Fit Indicates
Goodness of Fit Index Cut Off Value
X
2
chi square
statistic
df den gan α =
0,005 Significancy
Probability ≥ 0,05
RMSEA ≤ 0,08
GFI ≥ 0,90
AGFI ≥ 0,90
CMINDF ≤ 2,00
TLI ≥ 0,95
CFI ≥0,95
Source : Hair, dkk Ferdinand, 2002
9. RESEARCH PROCESS
So that research can be run in a systematic and do not deviate from the purpose of the research, there are
several stages that are defined before the research, such as that found in Figure 3:
FIRST STAGE 1.1 Preparation Study Of Literature, The
Preparation Of The Introduction, Formulation Of The Problem, The Perpose
And Benefit Of Research 1.2 Design Research
Determine The Method And Models Of Research, Indentify Research Variabels
2.Designing a Questionare And Determine Sample Research
3. Manage And Present Data 4. Structural Equation Model Analysis
5. Make Conclusion 1. First Stage
2. The Data Collection Stage 3. Analysis Stage
4. Stage Of The Formulation Of The Result
5. Last Stage.
Figure 3. Research Process
10.
CONCLUSION AND IMPLICATION OF MANAGEMENT
Expected with research evaluation management information system E-Learning can be utilized by the
Organization to improve productivity of individual and organizational productivity Net Benefit. Expected also
the success of information system Model with DeLone and McLean can provide information about the results
of the net benefit gained by the College by using E- learning. By doing an evaluation of management
information systems the management can find out how well the management information system of E-Learning
can operate on its organization and improve organizational performance in the future. This
evaluation process is not only focuses on the determination of weaknesses and advantages of
management information systems, E-Learning course, but more than that is on the improvement efforts need
to be made. The purpose of the evaluation of management information systems are:
• Assess the capabilities of technical management information system
• Assess the implementation of the operations management information system
• Assess the utilization of management information systems
BIBLIOGRAPHY
Almutairi, H., Subramanian, G. H. 2005. An empirical application of the Delone and
Mclean model in the Kuwaiti private sector.
Journal of Computer Information Systems, 45
3, 113 –122.
Benson, L., Elliot, D., Grant, M., Holschuh, D., Kim, B., Kim, H., et al. 2002. Usability and
instructional design heuristics for
E-Learning
evaluation. In P., S. Eds., Proceedings of World
Conference on
Educational
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia
| 119
Multimedia, Hypermedia
and Telecommunications
2002 pp.
1 615−1621.Presented
at the
World Conference on Educational Multimedia,
Hypermedia and
Telecommunications EDMEDIA Chesapeake, VA: AACE.
Brynjolfsson, E. 1993. The productivity paradox of information technology.
Communications of the ACM
, 418, 67-77. Clark, R. 2002. Six principles of effective
E-Learning
: What works and why.
The E-Learning
Developer’s Journal, 1-10. Davis, F. D. 1989. Perceived usefulness, perceived
ease of use, and user acceptance of information technology.
MIS Quarterly, 13
3, 318 –340.
DeLone, W.H., McLean, E.R. 1992. Information systems success: The quest for the dependent
variable.
Information Systems Research,
31, 60-95.
DeLone, W.H., McLean, E.R. 2003. The DeLone and McLean model of information systems
success: A ten-year update.
Journal of Management Information Systems,
194, 9- 30.
Farbey, B., Land, F., Targett, D. 1999. Moving IS evaluation forward: Learning themes and
research issues.
Journal of
Strategic Information Systems
, 82, 189-207. Gable, G. G., Sedera, D., Chan, T. 2008. Re-
conceptualizing information system success: The IS-impact measurement model.
Journal of the Association for Information Systems,
9
7, 377 –408.
Gaol, L. J. 2008. Sistem Informasi Manajemen. Jakarta: Grasindo.
Halawi, L. A., McCarthy, R. V., Aronson, J. E. 2007. An empirical investigation of
knowledge management systems’ success.
Journal of Computer Information Systems, 48
2, 121 –135.
Handoko, T. H. 2012. Manajemen Personalia dan Sumber Daya Manusia. Yogyakarta: BPFE
Hsieh, J. J. P. A., Wang, W. 2007. Explaining employees’ extended use of complex
information systems.
European Journal of Information Systems, 16
3, 216 –227.
Heo, J., Han, I. 2003. Performance measure of information
systems IS in evolving
computing environments: An empirical investigation.
Information Management
, 404, 243-256.
Hitt, L.M., Brynjolffson, E. 1996. Productivity, business profitability, and consumer surplus:
three different measures of IT value.
MIS Quarterly
, 202, 121-142. Husein Umar, 2005.
Metode Penelitian
. Jakarta : Salemba Empat
Jogiyanto, 2007.
Sistem Informasi Keperila kuan
. Yogyakarta: Penerbit Andi, 2007.
Jogiyanto,
Model Kesuksesan
Sistem Teknologi
Informasi
. Yogyakarta: Andi, 2007. Jogiyanto,
Konsep dan Aplikasi Structural Equation Modeling Berbasis Varian Dalam Penelitian
Bisnis
. Yogyakarta: UPP STIM YKPN, 2011.
Kerrey, B., Isakson, J. 2000. The power of the Internet for learning: Moving from promise
to practice. Report of the Web-Based Education Commission to the President and
the Congress of the United States. Available at:
http:www.ed.govofficesACEBECFinalR eportWBECReport.pdf.
Livari, J. 2005. An empirical test of the Delone –
Mclean model of information system success.
The DATA BASE for Advances in Information Systems, 26
2, 8 –27.
Lucas, H.C., Jr., Walton, E.J., dan Ginzberg, M.J. 1988. Implementing Packaged Software.
MIS Quarterly.
pp.537-549. Marold, K.A., Larsen, G., Moreno, A. 2000.Web-
based learning: is it working? A comparison of student performance and achievement in
web-based courses and their in-classroom counterparts.
Proceedings of the 2000 information
resources management
association international conference on Challenges
of information
technology management in the 21
st
century,
Anchorage, Alaska, United States, 350-353.
McGill T, Klobas J. User developed application success: Sources and effects of involvement.
Behaviour Information
Technology. 2008;275:407
–422. Mc Leod, Raymond Schell, George 2004. Sistem
Informasi Manajemen. Jakarta. PT. Indeks Palupi, M. Tjahjono, H.K. 2008. Aplikasi
Technology Acceptance Model TAM Dengan Mempertimbangkan Gender Pada
Perilaku Penggunaan Internet. Jurnal EKOBIS Vol. 9, No. 2, Juli 2008, hal. 147-
153.
Rai, A., Lang, S. S., Welker, R. B. 2002. Assessing the validity of IS success models: An
empirical test and theoretical analysis.
Information Systems Research, 13
1, 50 –69.
Sedera, D., Gable, G. 2004. A factor and structural equation analysis of the enterprise systems
success measurement model. In
Proceedings of the 25th international conference on
information systems ICIS 04
, Washington. Tavangarian, D., Leypold, M. E., Nölting, K., Röser,
M., Voigt, D. 2004. Is
E-Learning
the solution for individual learning? Electronic
Journal of
E-Learning
, 22, 273−280. Wixom, B. H., Todd, P. A. 2005. A theoretical
integration of
user satisfaction
and
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia
| 120
technology acceptance.
Information Systems Research, 16
1, 85 –102.
Wu, J. H., Wang, Y. M. 2006. Measuring KMS success: A respecification of the Delone and
Mclean’s model.
Information Management, 43
6, 728 –739.
Zhang, D., Nunamaker, J.F. 2003. Powering
E- Learning
In the NewMillennium: An Overview of
E-Learning
and Enabling Technology.
Information Systems Frontiers
, 52, 207-218.
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia 121
THE EFFECT OF PRODUCT ATTRIBUTES, PRICE, NEED FOR VARIATIONS AND CONSUMER DISSATISFACTION ON BRAND SWITCHING BEHAVIOR OF FACE
CREAM PRODUCT BRANDS IN YOGYAKARTA, INDONESIA
Siti Maesaroh meychayongrocketmail.com
Retno Widowati PA, M.Si.,Ph.D. retno.widowatiumy.ac.id
Magister Management and The Department of Management
Universitas Muhammadiyah Yogyakarta.
Abstract: In this study, the authors examined the effect of product attributes, prices, the need to find variations, and dissatisfaction with the brand switching behavior of the face cream brand in the city
of Yogyakarta. The sample used by 200 respondents. Data collected by the survey method in the form of questionnaires directly to the respondents. Data analysis techniques in this study using SEM
analysis Structural Equation Modeling which is operated through a program AMOS 21. These results indicate that product attributes has a significant negative effect on brand switching behavior,
price has a significant positive effect on brand switching behavior, the need to find variation has a significant positive effect on brand switching behavior and dissatisfaction has a significant positive
effect on brand switching behavior. Keywords: product attributes, prices, the need to find variations, dissatisfaction and brand switching
behavior.
1
ICMSDM-TW.
BACKGROUND The title of the paper should be written in
bold in 14 Business competition in the era of globalization requires companies to be
capable act fast and appropriately in the face of competition in the moving business
environment is very dynamic and full of uncertainty. Thus every company is required
to compete competitively in terms of creating and maintaining a loyal customer, through
brand
competition. One
of them
is competition on beauty products for the
development of an increasingly modern world beauty becomes a commodity which traded.
Beauty products is attempted to compete with similar products in different ways so that their
products continue to be used by consumers. With the progress of time, as now greatly
affect
the mindset
of society.
The phenomenon of the rise of face cream
products which appear on the market can lead to a trend among young people which are
considered to have beautiful skin. With so many facial creams circulation in the
market makes consumers vulnerable to switch brands because every product always offers a
variety of excellence of its products to affect the consumers to buy the product.
Lately, many companies that offer beauty products with several advantages such as
quality of materials, price and attributes of the product. Thus making consumers attracted to
the such products, with the increasingly fierce competition, the company must be able to see
market opportunities, because by looking at consumer behavior is change and want to try
out new products more attractive to company can dominate the market.
Brand switching behavior in this study
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia 122
measures the variable products attribute offered by the company and the price offered
by the company, customer dissatisfaction, and the need to find variations which influence
the brand switching behavior in the purchase of face cream. The research concept is a
replication of the model used by Arianto Good 2013. Brand of face cream products
which will be used as a reference question to respondents include some facial cream
product brands in Indonesia. So the researchers conducted this study with the title:
The Effects of Product Attributes, Price, Need for Variations and dissatisfaction
with Brand Switching Behavior in Brand Face Cream in Yogyakarta, Indonesia.
PROBLEM 1.
Does product attributes affect of brand switching behavior in the purchase of
face cream brands in Yogyakarta? 2.
Does price affect of brand switching behavior in the purchase of face cream
brand in Yogyakarta? 3.
Does the need to find variations affect of brand switching behavior in the purchase
of face cream brands in Yogyakarta? 4.
Does dissatisfaction affect of brand switching behavior in the purchase of face
cream brands in Yogyakarta?
LITERATURE REVIE
AND HYPOTHESES
3.1
Effect of product attributes on brand switching behavior
Switching brands can arise due to the attributes of the product. Product attributes
can be used as the main attraction for users. According to Kotler, P 2009 is a description
of the product attributes are the benefits of what will be given the product. Product
attributes embodied in the form of branding, packaging, product labels, product design and
quality that greatly affect the customer reaction to the product.
Dharmmesta, BS 2002 states that the product characteristics and product attributes
is linked to the brand switching behavior. Every variable has a contribution submitted to
the displacement of a brand, so any form of the displacement can be identified from the
contribution of product attributes. Cornelisz, S 2009 states that the product
attributes is closely related to the benefits that can be felt consumers, so the higher product
attributes allows consumers are increasingly interested in not leave Pepsodent Herbal
products. In previous studies, Emilia, Siska 2012 said
in his research on brand switching on Rinso products in Padang that the product attributes
a significant negative effect on the consumer brand switching behavior Rinso to other
brands in the city of Padang. The higher product attributes on the product Rinso brand
switching will decrease. This shows that product attributes given by the Rinso
detergent can be received well. H1: Product attributes a significant
negative
effect on
brand switching
behavior in face creams. 3.2
Effect of price on brand switching behavior.
According Tjiptono in Santoso, Agus 2011 prices can make informed decisions if the
purchasing a set price should in accordance with what is obtained by the consumer, in
other words what is paid in accordance with what is obtained.
Wibawanto and Susanto, 2012 shows that prices are having an influence on brand
switching behavior compared to the low levels of consumer satisfaction and celebrity
endorser. In previous study, Wardani 2010 stated in
his research on brand switching on Biore facial cleanser soap showed a positive and
significant effect on the price variable to brand switching behavior Biore facial
cleanser soap. This means that consumers will choose products with reasonable price and
accordance with benefits to be gained.
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia 123
H2: Price positive and significant effect on brand switching behavior in face creams.
3.3
Effect of the need to find the variation of
products to
brand switching
behavior. The need to find variations according to
Peter and Olson, JC 2002 is a cognitive commitment to buy a different brand for
different reasons, or the emergence of new keingianan boredom on something
that has been long in consumption. Cornelisz, S 2009 concluded that the
higher the frequency of consumers to seek variety of products, the opportunity
to
continue to
consume products
Pepsodent Herbal getting smaller. This study is in line with study Wardani
2010 stated in his research on brand switching on Biore facial cleanser soap
showed a positive and significant effect on the variables need to find variations on
brand switching behavior on Biore facial cleanser soap.
H3: The need to find variation spositive and significant effect on
brand switching behavior in face creams.
3.4 Effect of dissatisfaction with the
