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JURNAL BISNIS DAN AKUNTANSI
Vol. 14, No. 2a, Is. 2, November 2012, Hlm. 39-50

PENGARUH MANUFACTURER BRAND LOYALTY, ATTITUDE TOWARD STORE BRAND, DAN RETAIL BRAND LOYALTY TERHADAP PROPENSITY TO SWICTH TO RETAIL BRAND

DENNY SEPTA HARYANTI

STIE Trisakti
septaharyanti@stietrisakti.ac.id

 

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http://www.tsm.ac.id/JBA/JBAVOL14/PENGARUH MANUFACTURER BRAND LOYALTY, ATTITUDE TOWARD STORE BRAND, DAN RETAIL BRAND LOYALTY TERHADAP PROPENSITY TO SWICTH TO RETAIL BRAND

ABSTRACT:

The purpose of this study was to examine the factors that influence propensity to switch retail brand. Those factors are manufacturer brand loyalty, attitude toward store brand, and retail brand loyalty. The research sample was 200 selected by purposive sampling method. Data analysis method used is a simple regression analysis and multiple regression analysis. The result on this research is attitude toward store brand and retail brand loyalty have positive influence to propensity to switch retail brand individual, but manufacturer brand loyalty have negative influence to propensity to switch retail brand individually.. And simultaneously, all the independent variables are have influence to dependent variable.

Keyword :brand, manufacturer, attitude, retail
 
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