ARFIANTO, REZA ARVADANI (2026) PENGARUH PRODUCT IMAGE, HARGA, DAN SERVICE QUALITY TERHADAP SWITCHING BEHAVIOR KONSUMEN PADA PERALIHAN GERAI MIXUE MENJADI MOMOYO DI MAGETAN. S1 thesis, Universitas PGRI Madiun.
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Abstract
Reza Arvadani Arifianto. 2026. The Influence of Product Image, Price, and Service Quality on Consumer Switching Behavior in the Transition from Mixue to Momoyo Stores in Magetan. Undergraduate Thesis. Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Advisors: (I) Dian Citaningtyas Ari Kadi, S.E., M.M.; (II) Hendra Setiawan, S.E., M.M. This study aims to analyze the influence of Product Image, Price, and Service Quality on consumer Switching Behavior in the transition from Mixue to Momoyo stores in Magetan Regency. This research employed a quantitative approach. The population consisted of consumers who had purchased products from both Mixue and Momoyo in Magetan Regency. The research sample comprised 385 respondents selected using a purposive sampling technique. Data were collected through an online questionnaire distributed via Google Forms using a Likert scale. The data were then analyzed using validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, and hypothesis testing (t-test) with the assistance of IBM SPSS software. The results of this study are expected to provide information regarding the influence of Product Image, Price, and Service Quality on consumer Switching Behavior and to serve as a reference for companies in developing appropriate marketing strategies.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Product Image, Price, Service Quality, Switching Behavior. |
| Subjects: | A Social Sciences > HA Statistics A Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ekonomi dan Bisnis |
| Depositing User: | ARFIANTO ARVADANI REZA |
| Date Deposited: | 26 Oct 2026 07:42 |
| Last Modified: | 26 Oct 2026 07:42 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10719 |
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