“PENGARUH KELOMPOK ACUAN, WORD OF MOUTH DAN KEBUTUHAN MENCARI VARIASI TERHADAP KEPUTUSAN PERPINDAHAN MEREK PADA KARTU TELKOMSEL” (Studi Pada Mahasiswa Perguruan Tinggi di Purwokerto)

APRIDANA, ARI (2019) “PENGARUH KELOMPOK ACUAN, WORD OF MOUTH DAN KEBUTUHAN MENCARI VARIASI TERHADAP KEPUTUSAN PERPINDAHAN MEREK PADA KARTU TELKOMSEL” (Studi Pada Mahasiswa Perguruan Tinggi di Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The purpose of this study was to determine the effect of the reference group, word of mouth and variety seeking to brand switching on the Telkomsel cards. The object of this study were students from 5 college in Purwokerto. Sampling in this study using purposive sampling. The data analysis technique used in this study is multiple regression analysis. The results of data analysis showed that the reference group had a positive and significant effect on brand transfer decisions, word of mouth had a positive and significant effect on brand transfer decisions, the need to find variations had a positive and significant effect on brand transfer decisions. Based on the results of data analysis shows that word of mouth is the most influential variable on the decision of brand swicthing on the Telkomsel card.

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