PENGARUH PRIOR EXPERIENCE DAN ADVERTISING TERHADAP BRAND SWITCHING DALAM PEMBELIAN PRODUK KRIM PELEMBAB WAJAH
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Dilla Sastri Mara
M.Yusuf Parlagutan Lubis
Wilson Samosir
Arsiaty Sumule
Yulia Delfahedah
Penelitian ini bertujuan untuk mengetahui bagaimana Pengaruh Prior Experience Dan Advertising Terhadap Ketidakpuasan Konsumen Melakukan Brand Switching Dalam Pembelian Produk Krim Pelembab Wajah. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis regresi liner berganda. Model analisis regresi linier berganda digunakan untuk menjelaskan hubungan dan seberapa besar pengaruh variabel-variabel bebas terhadap variabel dependen. Hipotesis pertama diterima, artinya Prior Exprerience (X1) berpengaruh signifikan terhadap Perpindahan Merek (Y). Hipotesis kedua diterima, artinya Iklan (X2) berpengaruh signifikan terhadap Perpindahan Merek (Y). Hipotesis ketiga diterima artinya Prior Exprerience (X1), Variabel Iklan (X2), berpengaruh signifikan secara bersama-sama (simultan) terhadap Variabel Perpindahan Merek (Y).
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