PENGARUH KUALITAS PRODUK dan HARGA TERHADAP KEPUTUSAN BRAND SWITCHING PADA PAKAN AYAM PETELUR CHAROEN POKHPAND 124P KE KLKS 36 SPR JAPFA COMFEED (Studi Pada Pelanggan UD. Surya Farm dan PT. Sumber Kelapa Rissa Mandiri di Magetan)

Abstract

The domestic animal feed industry plays an important role in supporting livestock business in providing the availability of meat and derivative products to the community as an additional source of protein. Feed has a contribution of 70% of the total cost of livestock production. The company is required to provide products with the quality and price expected by breeders. The purpose of this study is to analyze and discuss the effect of product quality and price on the decision to switch livestock breeding layer 124P Charoen Phokpand to KLKS 36 SPR Japfa Comfeed. This research was conducted on UD customers. Surya Farm and PT. Sumber Kelapa Rissa Mandiri in Magetan. Respondents in this study were customers who had bought and used animal feed product Charoen Phokpand 124P and then switch brands to KLKS 36 SPR japfa comfeed, male and female age 25-45 years, with the number of respondents as much as 73 respondents. Data analysis using multiple linear regression with SPSS help. The results showed that product quality had a positive effect on brand transfers, and price had a positive effect on brand transfer decisions.

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Keywords: Product Quality, Price, Brand Switching.