Pengaruh kepuasan konsumen, Consideration Set Size, dan Media Search pada niat berpindah merek

HUDA, Tri Wahyudi, Dr. B.M. Purwanto, MBA

2005 | Tesis | S2 Manajemen

Penelitian ini bertujuan untuk mengukur pengaruh faktor kepuasan konsumen, consideration set size, dan media search terhadap niat berpindah merek. Lebih lanjut penelitian ini juga bertujuan untuk: 1) Mengukur pengaruh faktor prior experience, product knowledge dan media search terhadap pembentukan consideration set size konsumen dala m pembelian produk sepeda motor; 2) Mengukur pengaruh kepuasan konsumen terhadap niat berpindah merek konsumen dalam pembelian produk sepeda motor; 3) Mengukur pengaruh consideration set size terhadap niat berpindah merek konsumen dala m pembelian produk sepeda motor; 4) Mengukur pengaruh retailer search terhadap niat berpindah merek konsumen dalam pembelian produk sepeda motor. Sampel yang digunakan sebanyak 250 responden. Kriteria yang digunakan adalah konsumen sepeda motor yang pernah ganti merek sepeda motor dalam kurun waktu 4 tahun terakhir dan sebagai pengambil keputusan pembelian sepeda motor. Pengumpulan data dilakukan dengan kuesioner untuk variabel prior experience, product knowledge, media search, satisfaction, retailer search, considerotion-set size, dan switching intention. Metode analisis yang digunakan adalah Structural Equation Modelling. Hasil penelitian menunjukkan bahwa ada hubungan yang dignifikan antara prior experience, product knowledge, dan media search dengan consideration set size (CR > 2). Kepuasan berpengaruh negatif pada media search, consideration set size, dan switching intention (CR > 2). Retail search dan consideration set size berpengaruh positif terhadap niat berganti merek (CR > 2). Sedangkan product knowledge tidak berpengaruh pada kepuasan(CR < 2).

This research aims to measure the influences of consumer satisfaction, consideration-set size, and media search factors to switching intention. Furthermore this research also aims to: 1) Measuring influences of prior experience, product knowledge and media search factors to forming consideration-set size in consumer purchasing of motorbike product ; 2) Measuring influences of consumer satisfaction to switching intention in purchasing of motorbike product; 3) Measuring influences consideration-set size to switching intention in purchasing of motorbike product 4) Measuring influences of retailer search to switching intention in purchasing of motorbike product. Samples used 250 respondents. Criterion used motorbike consumer which changed the motorbike brand in range of time 4 the last year and decision maker in motorbike purchasing. Data collecting conducted by questioners for variable of prior experience, product knowledge, media search, satisfaction, retailer search, considerationset size, and switching intention. Analysis method used Structural Equation Modeling. Result of research indicate that there are relation which significant between prior experience, product knowledge, and media search by consideration set the size (CR > 2). Satisfaction have an effect negative on media search, consideration-set size, and switching intention (CR > 2). Retail Search and consideration-set size have an effect positive to switching intention (CR > 2). While product knowledge have not with satisfaction (CR < 2).

Kata Kunci : Manajemen Pemasaran,Perilaku Konsumen,Merek, Prior Experience, Product Knowledge, Media Search, Satisfaction, Retailer Search, Considerotion-Set Size, Switching Intention.