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Pengaruh Lifestyle, Kelompok Referensi, Atribut Produk terhadap Keputusan Perpindahan Merek

Sri Mulyani Program Studi Manajemen Fakultas Ekonomi Universitas Sumatera Barat Pariaman Yanti Murni Program Studi Manajemen Fakultas Ekonomi Universitas Sumatera Barat Pariaman Maharani Putri Program Studi Manajemen Fakultas Ekonomi Universitas Sumatera Barat Pariaman DOI: https://doi.org/10.37034/infeb.v5i2.528 Keywords: Marketing, Brand Switching, Lifestyle, Reference Groups, Product Attributes Abstract Partially liftstyle has a positive and significant effect on brand switching with a calculated tvalue of 2.944 >ttable of 1.98 and a significant value of 0.004 <0.05. Partially the reference group has a positive and significant effect on brand switching with a tcount of 4.127 >ttable of 1.98 and a significant value of 0.000<0.05. Partially product attributes have no effect on brand switching with a t-value of 1.110<t-table of 1.98 and a significant value of 0.270>0.05. Simultaneously lifestyle, reference groups and product attributes have a positive and significant effect on brand switching with an Fcount of 87.221>Ftable of 2.70 and a significant value of 0.000<0.05. Then the hypothesis is accepted. The R2 test results in this study obtained an R2 value of 0.740. This shows that the influence of the independent variable on the dependent variable is 74%, while the remaining 26% is influenced by other factors not examined in this study. Downloads Download data is not yet available. References Dahmiri, D., Hasbullah, H., & Sari, S. S. (2020). Pengaruh Lifestyle terhadap Keputusan Pembelian Kosmetik Wardah Di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan, 9(1), 15–22. DOI: https://doi.org/10.22437/jmk.v9i1.9235 . Angela, V., & Paramita, E. L. (2020). Pengaruh Lifestyle dan Kualitas Produk terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 10(2), 248–262. 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Pengaruh Lifestyle, Percieved Ease of Use dan Kepercayaan Terhadap Keputusan Pembelian pada Toko Pakaian Online. Psyche 165 Journal, 165–173. DOI: https://doi.org/10.35134/jpsy165.v12i2.36 .	Download Published 2023-06-30 Issue Vol. 5, No. 2 (June 2023) Section Articles How to Cite Mulyani, S., Murni, Y., & Putri, M. (2023). Pengaruh Lifestyle, Kelompok Referensi, Atribut Produk terhadap Keputusan Perpindahan Merek. Jurnal Informatika Ekonomi Bisnis, 5(2), 452-461. https://doi.org/10.37034/infeb.v5i2.528 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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