PENGARUH PRIOR EXPERIENCE, PRODUCT KNOWLEDGE DAN SATISFACTION TERHADAP KEPUTUSAN KONSUMEN MELAKUKAN BRAND SWITCHING DALAM PEMBELIAN LAPTOP DI KOTA PALEMBANG

Limasta, Mario (2018) PENGARUH PRIOR EXPERIENCE, PRODUCT KNOWLEDGE DAN SATISFACTION TERHADAP KEPUTUSAN KONSUMEN MELAKUKAN BRAND SWITCHING DALAM PEMBELIAN LAPTOP DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to analyze the influence of Prior Experience, Product Knowledge, and Satisfaction on consumer decisions to make Brand Switching in the purchase of laptops in the city of Palembang. The population in this study is all consumers in Palembang who own or use laptop. The sample used is 96 respondents and using non probability sampling technique by using purposive sampling that is sampling technique of data source with certain consideration. Testing the hypothesis using multiple linear regression analysis method with the help of SPSS 20. The results showed that the variables Prior Experience, Product Knowledge and Satisfaction significant effect on consumer decisions to make Brand Switching Laptops in the city of Palembang. Keywords: Prior Experience, Product Knowledge, Satisfaction, Consumer Decision, Brand Switching.

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