PENGARUH HARGA, WORD OF MOUTH DAN IKLAN TERHADAP BRAND SWITCHING DI KOTA PADANG (STUDI KASUS: SEPEDA MOTOR MEREK HONDA)

Abstract

This study aims to examine the effect of price, word of mouth and advertising on brand switching in the city of Padang. The population of this research is people who use Honda motorcycles in Padang City. The sampling technique is a purposive sampling. The sample in this research is 80 respondents. The data were analyzed using multiple linear regression analysis which was processed using SPSS version 23.00. The results of this study are that price has a negative and significant effect on brand switching, word of mouth has no and no significant effect on brand switching, advertising has a negative and significant effect on brand switching.