Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh customer dissatisfaction dan service failure terhadap variety seeking dan brand switching. Populasi dalam penelitian ini adalah masyarakat di Kabupaten Kebumen yang merupakan mantan pengguna kartu seluler Indosat Ooredoo. Jumlah sampel dalam penelitian sebanyak 100 responden dengan metode purposive sampling. Penelitian ini menggunakan metode statistika dengan dilakukan uji validitas, uji reliabilitas, uji asumsi klasik (uji multikolinearitas, uji heterokedastisitas, dan uji normalitas), uji koefisien determinasi, analisis jalur, analisis regresi sederhana dan uji sobel. Hasil penelitian ini menunjukkan bahwa berdasarkan uji validitas dan uji reliabilitas semua variabel dinyatakan valid dan reliabel. Berdasarkan uji t substruktural I variabel customer dissatisfaction berpengaruh signifikan terhadap variety seeking. Hasil uji t substruktural II menunjukkan variabel customer dissatisfaction berpengaruh signifikan terhadap brand switching dan variety seeking tidak berpengaruh signifikan terhadap terhadap brand switching. Kemudian hasil uji t substruktural III service failure berpengaruh signifikan terhadap brand switching.
Kata Kunci: customer dissatisfaction, service failure, variety seeking, brand switching.
Abstract
This study aims to determine the effect of customer dissatisfaction and service failure on variety seeking and brand switching. The population in this study are people in Kebumen Regency who are former Indosat Ooredoo cellular card users. The number of samples in the study were 100 respondents with a purposive sampling method. This study uses statistical methods with validity, reliability, classic assumption tests (multicollinearity test, heteroscedasticity test, and normality test), t test, determination coefficient test, path analysis, simple regression analysis and single test. The results of this study indicate that based on the validity and reliability tests, all variables are declared valid and reliable. Based on the structural t test I, the variable customer dissatisfaction has a significant effect on variety seeking. The results of the substructural t test II showed that the variable customer dissatisfaction had a significant effect on brand switching and variety seeking had no significant effect on brand switching. Then the result of substructural t test III service failure has a significant effect on brand switching.
Keywords: customer dissatisfaction, service failure, variety seeking, brand switching.