Benarkah Niat Beralih Dipengaruhi oleh Kewajaran Harga, Inconvenience, dan Atribut Produk Baru dengan Biaya Beralih Sebagai Moderasi
Journal Title: Jurnal Manajemen dan Kearifan Lokal Indonesia - Year 2017, Vol 1, Issue 2
Abstract
This study aims to analyze the influence of price fairness, inconvenience, and new product attributes to switching intentions with switching costs as moderators. This research was conducted on Surakarta people who have the intention to switch from tobacco cigarettes to electric cigarettes. The data of this study were collected by questionnaire given to the respondents. The sample consisted of 150 respondents with sampling using convenience sampling method. Hypothesis testing using Structural Equation Model (SEM). The findings of the study shows that the fairness of price, inconvenience, and new product attributes affect the intention of switching. Switching costs moderate the effect of reasonableness of prices and new product attributes on switching intentions, while the effect of inconvenience is not moderated switching costs. Suggestions given to encourage people to switch to new products, then marketers should pay attention to the difference in price fairness, inconvenience in obtaining product and innovation value of product attributes of old products with new products.
Authors and Affiliations
Dwi Hastjarja Kustijana, Ivan Christianto Boenawan
Keywords
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- EP ID EP611522
- DOI 10.26805/jmkli.v1i2.10
- Views 102
- Downloads 0
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