THE INFLUENCE OF SALES PROMOTION, PRODUCT QUALITY AND CONSUMER DISSATISFACTION WITH BRAND TRANSFER DECISIONS (STUDY ON EX BLACKBERRY USERS IN BANDUNG REGENCY)
Keywords:
Brand displacement, sales promotion, product quality, consumer dissatisfactionAbstract
This study aims to determine the influence of sales promotion, product
quality and consumer dissatisfaction with blackberry smartphone brand
transfer decisions in Bandung Regency. The method used is descriptive
analysis, the types and sources of data obtained in this study are primary
data and secondary data. The data collection technique in this study is to
spread questionnaires, with a sample of 100 respondents who are
respondents who move Blackberry brand smartphones to other brand
smartphones. The study used four variables: Sales Promotion (X1), Product
Quality (X2), Consumer Dissatisfaction (X3) and Brand Transfer Decisions
(Y). The results of the study using multiple regression analysis showed that
sales promotion had no significant effect on brand transfer decisions,
product quality had a significant effect on brand transfer decisions and
consumer dissatisfaction had a significant effect on brand transfer
decisions. Together/ simultaneous sales promotion, product quality and
consumer dissatisfaction have a significant effect on brand transfer
decisions. Later in the analysis of the coefficient of determination it can be
known that brand transfer decisions are influenced by sales promotion,
product quality and consumer dissatisfaction by 30.6%, and the rest is
influenced by other factors
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