PERAN KETIDAKPUASAN DAN PENCARIAN VARIASI: SEBUAH STUDI PERPINDAHAN MEREK

Abstract

Technological developments in the field of telecommunications and the internet are growing very rapidly. This is in line with the changing needs of the community for internet services. The increase in internet users from year to year indicates that the internet has become a lifestyle and becomes a daily necessity to support community activities. This has an impact on the increasing number of companies that provide internet services (Internet Service Providers). The first company Internet Service Provider in Indonesia, PT. Indonesian Telecommunications based on BUMN with the name Indihome product, then followed by private companies namely Firstmedia and Biznet. Since 2016 until 2018 Indihome always ranks at the top of the Top Brand Index in the category of Internet Service Providers in Indonesia. Even so, many consumers feel dissatisfied and want to change brands, because more and more private companies are competitors in Indihome in Indonesia. The purpose of this study is to analyze and discuss the effect of consumer dissatisfaction and the search for variations in the intention to change brands. The sampling technique used in this study is judgmental sampling. Data collection is done by distributing questionnaires online through google forms. The statistical analysis used is using SPSS version 23.0. Data analysis techniques in this study using the classic assumption test, multiple linear regression analysis and hypothesis testing.

Keywords: dissatisfaction; intention to change brands; variety seeking