ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI PERILAKU PERPINDAHAN PELANGGAN
Abstract: With the increasing
number ofbeauty clinics in last three years, beauty clinic customer shave more
optionsandhave the opportunity to switch from one beauty clinic to another
beauty clinic. The purpose of this study is to analyze factor sthataffect
customer switching behavior and find the dominant factor that influences this
behavior. This study utilizes a descriptive research design. Primary data were
collectedby distributing questionnairesto a sample of 150 respondents. The
population in this study is all beauty clinics customers in Malang City.
Multiple linear regression analysis was performed to analyze the data. The
result of this study reveals thatprice, advertising, products, commitment,
sales promotion, physical place of business environment (location), service,
satisfaction, and reputation influence customer decision to switch to another
beauty clinicspartially as well as simultaneously. The result finds that
amongst those variables, price is the dominant factor influencing customer
switching behavior. Some recommendation towards beauty clinic are then
suggested.
Penulis: Gilang Romadhon
Kode Jurnal: jpmanajemendd130778
Pesan jurnal yang anda butuhkan disini.... >>> KLIK DISINI <<<
