The Effect of Product Attributes, Brand Image, and Variety Seeking on Brand Switching of Lemonilo Instant Noodles

Authors

  • Achmad Jauhar Wiyoko Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta
  • Ralina Transistari Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

DOI:

https://doi.org/10.35870/ijmsit.v4i2.2902

Keywords:

Product attributes, Brand image, Variety seeking, Brand switching

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.

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Author Biographies

  • Achmad Jauhar Wiyoko, Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

    Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

  • Ralina Transistari, Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

    Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta, Indonesia

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Published

2024-07-30

Issue

Vol. 4 No. 2 (2024): July - December 2024

Section

Articles

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Copyright (c) 2024 Ralina Transistari, Achmad Jauhar Wiyoko

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How to Cite

Wiyoko, A. J., & Transistari, R. (2024). The Effect of Product Attributes, Brand Image, and Variety Seeking on Brand Switching of Lemonilo Instant Noodles. International Journal of Management Science and Information Technology, 4(2), 268-275. https://doi.org/10.35870/ijmsit.v4i2.2902

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