Analisis Perilaku Perpindahan Merek Sampo Sunsilk Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Sumatera Utara

ABSTRACT
THE ANALYSIS OF BRAND SWITCHING BEHAVIOUR ON SUNSILK
SHAMPO BASED ON STUDENTS OF USU FACULTY
OF ECONOMICS AND BUSSINES
The purpose of this study was to analyze the influence of consumer
dissatisfaction, competitors' advertising, and variety seeking behaviour, on the
brand switching behaviour on Sunsilk shampo based on students of University of
North Sumatera Faculty of Economics and Bussines. The research was conducted
on Sunsilk shampo consumers who have ever switched to other brands of shampo
and the number of samples is set as much as 96 respondents using a sampling
method of making the types of purposive sampling.Hypothesis testing using
descriptive analysis method, statistical analysis method which consists of a
multiple linear regression analysis, significant simultaneous testing (Test F),
partial significance testing (t test) and test the coefficient of determination (R2)
The result of this study simultaneously and partially showed that the
consumer dissatisfaction has no impact on the brand switching behaviour but,
competitors' advertising and variety seeking behaviour has positive and
significant impact on the brand switching behaviour. The variable of competitors'
advertising was the most dominant factor influencing the decision of brand
switching behaviour. Value Adjusted R Square = 0.372, mean 37,2% the decision
of brand switching factors can be explained by the independent variable

(consumer dissatisfaction, competitors' advertising and variety seeking
behaviour) while the remaining 62,8% is explained by other factors not examined
in this study.
Keywords: brand switching behaviour, consumer dissatisfaction, competitors'
adverstising and variety seeking behaviour