ANALISIS FAKTOR YANG MEMPENGARUHI KETIDAK PUSAN PELANGGAN DAN KEPUTUSAN PERPINDAHAN MEREK SABUN MANDI LIFEBUOY DI KOTA JEMBER

Abstract

The purpose of this study examine the effect of independent variabels consisting of product, price, promotion, place, customer dissatisfaction and brand switching Lifebuoy soap brand in the town of Jember. The study population was living in urban communities in particural Jember district Sumbersari ever buy soap brand Lifebuoy sampling. The numbers of samples taken was 80 respondents. The analysis tools are path analysis. The results showed that the product, price, promotion significantly influence brand switching. While space does not significantly effect as well as customer dissatisfaction with the product, price and promotion also on customer dissatisfaction and also effects the brand switching.