Pengaruh Ketidakpuasan Konsumen, Karakteristik Kategori Produk dan Kebutuhan Mencari Variasi pada Keputusan Perpindahan Merek benih Jagung Hibrida

Patmono, Joko, Basu Swastha Dharmmesta, Prof. Dr., M.B.A.

2007 | Tesis | S2 Magister Management

N.A.

This research departs from the divided brand loyalty concept to the no loyalty concept. In the corn seed market, it is often to find the consumers switch their seed corn's

brand for many possible reasons. The first reason that usually some of consumer to want to find the best of productivity. The second reason is the economy condition of someone had increase to better stage. This researched have tried to approach the brand switching phenomena, by using product category, dissatisfaction and variety seeking.

Model in this research uses the model that had been proposed by Van Trijp et al (1996). The results of research are significant all of variables such as variable of dissatisfaction consumer is very significant, variable of product category is not very significant, and variety seeking is very significant. Brand switching of hybrid seed corn

in market depending on product category, dissatisfaction and variety seeking. Key words: Product category, dissatisfaction, variety seeking and brand switching

Kata Kunci : Kepuasan Konsumen; Loyalitas Merek; Karakteristik Kategori Produk; Pemasaran; Product category, dissatisfaction, variety seeking and brand switching