PERAN RESPON EMOSI MEMEDIASI PENGARUH ATRIBUT PRODUK TERHADAP BRAND SWITCHING
ABSTRACT: The purpose of this
study to explain the role of emotional response in mediating the relationship
between product attributes with brand switching at a former Samsung branded
smartphone users who have moved using a smartphone Asus brand. The research was
conducted on consumers in Denpasar using a questionnaire taken immediately. The
sample size of 100 respondents using purposive sampling method. Data analysis
techniques used path and Sobel test. The results showed that the product
attributes and emotional responses significant and positive impact on brand
switching, as well as the emotional response was significantly mediates the
relationship between the influence of product attributes on brand switching.
The practical implications derived from this study are for the Samsung Company
should be able to do some innovations on smartphones of their production, so
that consumers would be interested in Samsung smartphones and increase the
level of customer loyalty, as well as reducing the level of consumer brand
switching.
Keyword: product attributes,
emotional response, brand switching
Penulis: Komang Try Mahajaya
Utama, Ida Bagus Sudiksa
Kode Jurnal: jpmanajemendd170119
