Published: 2024-07-30
The Effect of Product Attributes, Brand Image, and Variety Seeking on Brand Switching of Lemonilo Instant Noodles
DOI: 10.35870/ijmsit.v4i2.2902
Downloads
Abstract
This study aims to analyze the effect of product attributes, brand image, and variety-seeking behavior on brand switching from other brands to Lemonilo instant noodles. This research is quantitative, utilizing a non-probability sampling method and purposive sampling technique. The sample size of this study consists of 100 respondents. The analytical method used is multiple linear regression analysis. Research results show that product attributes, brand image, and variety seeking have a positive effect on brand switching from other brands to Lemonilo instant noodles.
Keywords
Product attributes ; Brand image ; Variety seeking ; Brand switching
Article Information
This article has been peer-reviewed and published in the International Journal of Management Science and Information Technology. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 4 No. 2 (2024)
-
Section: Articles
-
Published: %750 %e, %2024
-
License: CC BY 4.0
-
Copyright: © 2024 Authors
-
DOI: 10.35870/ijmsit.v4i2.2902
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Achmad Jauhar Wiyoko
Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta
Ralina Transistari
Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta, Indonesia
-
Assael, Henry. (2001). Consumer Behaviour and Marketing Action. 6ed. Cincinnati, Ohio: South-Western College Publishing.
-
Dhaefina, Z., Sanjaya, V. F., & Sedap, M. (2021). Pengaruh Celebrity Endorsement, Brand Image dan Testimoni Terhadap Minat Beli Konsumen Produk Mie Instan Lemonilo pada Media Sosial Instagram. Jurnal Manajemen, 7(1), 43–48.
-
Emelia, S. (2013). Pengaruh Atribut Produk, Kepuasan, dan Variety Seeking Terhadap Brand Switching Konsumen Rinso ke Merek Lain di Kota Padang. Jurnal Manajemen, 2(02).
-
Ghozali, Imam. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Peneliti Universitas Diponegoro.
-
Hawkins, D.I., Kleiser, S.B., dan Mothersbaugh, D.L. (2010). Consumer Behavior: Building Marketing Strategy. 11th edition. New York: McGraw-Hill Education.
-
Hidayatullah, S., & Astogini, D. (2016). Pengaruh Efektivitas Iklan Pesaing, Atribut Produk, dan Perilaku Mencari Variasi Terhadap Perilaku Perpindahan Merek Produk Indomie. Performance (Vol. 23, No. 1).
-
Kamariyah, S. (2021). Pengaruh Brand Image, Variety Seeking dan Brand Ambassador terhadap Perpindahan Merek (Brand Switching) dari Merek Shampo Lain yang Beralih ke Merek Shampo Pantene (Studi pada Mahasiswa STIE Putra Bangsa Kebumen). Disertasi. Kebumen: Universitas Putra Bangsa.
-
Keller, Kevin L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand. 4th Global Edition. Kendalville: Pearson.
-
Kotler, Philip and Gary Armstrong. (2018). Principles of Marketing. 15th Global Edition. Lego: Pearson.
-
Kotler, Philip dan Kevin Lane Keller. (2009). Manajemen Pemasaran. Edisi 13. Jilid 2. Terjemahan: Bob Sabran. Jakarta: Erlangga
-
Nunnally, J.C. and Bernstein, I.R. (1994). Psychometric Theory. 3rd Edition. New York: McGraw-Hill.
-
Organic Trade Association. (2020). Supporting Organic Farms and Businesses Through the COVID-19 Crisis. https://ota.com/covid-19
-
Palma, M. A., Iriani, S. S., & Harti, H. (2021). Effect of Variety Seeking and Electronic Word of Mouth on Brand Switching (Study on Millennial Generation as Modern Coffee Shop Consumers in Surabaya). International Journal of Multicultural and Multireligious Understanding, 8(8), 333-345.
-
Peter J. Paul dan Jerry C. Olson. (2014). Perilaku Konsumen dan Strategi Pemasaran. Edisi Sembilan. Buku 2. Terjemahan: Diah Tantri Dwiandani. Jakarta: Salemba Empat.
-
Putri, M. S. (2015). Pengaruh Atribut Produk dan Variety Seeking Terhadap Brand Switching Produk Indomie (Studi Pada Mahasiswa Jurusan Pendidikan Ekonomi Universitas Negeri Surabaya). Jurnal Pendidikan Tata Niaga (JPTN), 3(2).
-
Sari, D. M. F. P., & Dewi, D. O. P. Y. T. (2019). Brand Switching Smartphone (Xiaomi dan Oppo) Pada Erafone Megastore di Kota Denpasar. Jurnal Ilmiah Manajemen dan Bisnis, 4(2), 89-96.
-
Simamora, Bilson. (2007). Panduan Riset dan Perilaku Konsumen. Jakarta: PT. Gramedia Pustaka Utama.
-
Sugiyono (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
-
Trijp, H. C. V., Hoyer, W. D., & Inman, J. J. (1996). Why switch? product category–level explanations for true variety-seeking behavior. Journal of marketing research, 33(3), 281-292.
-
Wahyudi, A. F., Irawan, B., & Subagio, N. A. (2014). Pengaruh Citra Merek, Kualitas Produk, dan Harga Terhadap Perpindahan Merek. Artikel Ilmiah Mahasiswa, 1–5. Retrieved from https://bit.ly/4azsDez
-
Wahyuni, D., & Kurniawati, T. (2018). Pengaruh Price Discount, Bonus Pack, dan Variety Seeking terhadap Brand Switching Susu Anlene ke Merk Lain di Foodmart Basko Grand Mall Padang. Jurnal Ecogen, 1(2), 416-421.
-
Wiyono, Gendro. (2020). Merancang Penelitian Bisnis dengan Alat Analisis SPSS 25 & SmartPLS 3.2.8 Yogyakarta: UPP STIM YKPN.
-
World Instant Noodles Association (WINA). (2020). Global Demand of Instant Noodles. https://instantnoodles.org/en/noodles/demand/ranking/
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.