Electronic Theses and Dissertation

Penelitian ini bertujuan menganalisis secara simultan dan parsial pengaruh dari variabel iklan, kualitas produk dan variety seeking terhadap brand switching pada produk smartphone di fakultas ekonomi bisnis di universitas syiah kuala. untuk mendapatkan data, 100 kuesioner telah disebarkan kepada responden dengan menggunakan teknik purposive sampling dan dianalisis menggunakan model regresi linear berganda. data dianalisis menggunakan software ibm spss statistic 25. hasil penelitian ini meunjukkan bahwa variabel iklan, kualitas produk dan variety seeking secara simultan berpengaruh signifikan terhadap brand switching pada produk smartphone di fakultas ekonomi bisnis universitas syiah kuala. kemudian secara parsial masing-masing variabel juga berpengaruh signifikan terhadap brand switching pada produk smartphone di fakultas ekonomi bisnis universitas syiah kuala. temuan ini memberikan wawasan bagi produsen smartphone dan pemasar dalam merancang strategi yang efektif untuk mempertahankan pelanggan dan mengurangi tingkat perpindahan merek di kalangan mahasiswa. kata kunci : brand switching, iklan,variety seeking,kualitas produk

This research aims to analyze simultaneously and partially the influence of advertising variables, product quality and variety seeking on brand switching on smartphone products at the Faculty of Business Economics at Syiah Kuala University. To obtain data, 100 questionnaires were distributed to respondents using purposive sampling techniques and analyzed using a multiple linear regression model. Data were analyzed using IBM SPSS Statistics 25 Software. The results of this research show that the variables of advertising, product quality and variety seeking simultaneously have a significant effect on brand switching on smartphone products at the Faculty of Business Economics, Syiah Kuala University. Then, partially, each variable also has a significant effect on brand switching on smartphone products at the Faculty of Business Economics, Syiah Kuala University. These findings provide insights for smartphone manufacturers and marketers in designing effective strategies to retain customers and reduce brand switching rates among college students. Keyword : Brand switching, Advertising, Variety seeking, Product quality