PENGARUH KETIDAKPUASAN KONSUMEN, CITRA MEREK DAN PERSEPSI HARGA TERHADAP PERPINDAHAN MEREK SEPEDA MOTOR YAMAHA KE HONDA

Abstract

So many automotive companies in Indonesia, then consumers will be more selective about which brand of
motorcycles that will be used as mean of transportation. The problem in this research is “ Whether a variable
consumer dissatisfaction, brand image, and perception of price influence on the brand switching from Yamaha to
Honda in semarang.The purpose of this research is to analize the variabels consumer dissatisfaction, brand image,
and perception of price influence on the brand switching from Yamaha to Honda in Semarang. The samples in this
research is 100 respondents, and the methodology used is purposive sampling where the respondent used is
consumers who have switched from a user Yamaha to Honda. The data was collected using a questionnaire. The
research showed that the variables of consumer dissatisfaction have positive and significant effect on brand
switching, brand image have positive and significant effect on brand switching and perception of price have positive
and significant effect on brand switching from Yamaha to Honda in Semarang.
Kata Kunci: Cunsumer Dissatisfaction, Brand Image, Perseption of Price and Brand Switching