49
Another brand of alternative search process conducted by consumers through inquiries from print, electronic, or directly
to the seller or the manufacturer to the ultimate goal which resulted in the displacement of the brand.
H. Previous Research
Research on consumer unsatisfaction, advertising, pricing, word of mouth, brand image and brand switching has been done
by previous researchers. These studies provide a lot of input as well as additional contributions to other parties concerned to
make any approaches so that research can be developed and applied properly.
50
Table 2.1 Summary of previous research
No Research
Title Variable of
research Variable
dependent Result of
research
1. Grace
Y.D.Radam uri, Naili
Farida Reni Shinta
Dewi 2013
Influence Brand image,
Word of mouth, and
Advertising to Brand
switching on user
Blackberry 1.Brand image
2.Word of mouth
3.Advertising Brand
switching Result this
research use method Linear
Regression multiple Which
one the results can be shows
that dimensional
brand image, word of mouth,
and advertising
have significant
influence to Brand
switching.
2. Dwi
Ermayanti. S 2010
Analysis influence of
advertising, price, and
customer unsatisfaction
toward brand switching
consumer on shampoo
sunsilk in surabaya
1.Advertising 2.Price
3.Customer
unsatisfaction Brand
switching The research
use analysis linear
regression multiple shows
that advertising,
price, and customer
unsatisfaction have
significant influence to
Brand switching.
51
No Research
Title Variable of
research Variable
dependent Result of
research
3. Anandhitya
Bagus Arianto
2013 Influence
attribute products,
price, needs
look for variations and
consumer unsatisfaction
toward brand switching
from Samsung
Galaxy Series in Malang
city 1.Attribute
product 2.Price
3.Look for variations
4.Customer unsatisfaction
Brand switching
This research method
multiple linear regression
analysis in which the
results are the attribute
products and price negative
effect on Brand
switching, And the need to find
variations and customer
unsatisfaction have
significant positive effect
on brand switching
decision.
52
No Research
Title Variable of
research Variable
dependent Result of
research
4. Debora
Ratna Nilasari,
Yoestini 2012
Analysis of the influence
of customer unsatisfaction
, price and the need to
find a variation
toward brand switching of
Lifebuoy soap brand in
Semarang city.
1. Customer unsatisfaction
2. Price 3. Needs look
for variations Brand
switching Results of
research on 100
respondents in the city of
Semarang shows that
customer unsatisfaction,
price, and the need to find
variations Simultaneousl
y significant influence
toward brand switching and
Partially seen that three
independent variables are
positive and significant
impact on brand
switching.
53
No Research
Title Variable of
research Variable
dependent Result of
research
5. Ari
Setyaningru m 2010
Analysis of influence
customer unsatisfaction
and variety seeking
toward brand switching
1. Customer unsatisfaction
2. Variety Seeking
Brand switching
The results of this study
indicate that the customer
unsatisfaction and variety
seeking significantly
influence brand
switching decision.
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I. Research Framework
Figure 2.1 Research Framework
Customer Unsatisfaction
Advertising Price
WOM Brand Image
Brand Switching
Validity and Reliability Test Classical Assumption Test :
1. Normality Test 2. Multicollinearity Test
3.
Heterocedasticity Test 4. Multiple Regression Test:
5. Coefficient of determination
Hypothesis Test: 6. T Test
7. F Test
Conclusion
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J. Hypothesis
