PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN SWITCHING BRAND (STUDI KASUS BEN BUGAR GYM DI KOTA MADIUN)

FIRDAUS, MOHAMAD DIO ANTYA (2025) PENGARUH KUALITAS PELAYANAN, HARGA DAN PROMOSI TERHADAP KEPUTUSAN SWITCHING BRAND (STUDI KASUS BEN BUGAR GYM DI KOTA MADIUN). S1 thesis, Universitas PGRI Madiun.

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Abstract

Brand switching is a consumer behavior that is important for companies to pay attention to, as it can directly impact customer continuity and loyalty. Therefore, companies must understand the factors that influence consumer brand switching decisions. The aim of this study is to examine the influence of service quality, price, and promotion on brand switching decisions (a case study of Ben Bugar Gym in Madiun City). The data source used a questionnaire with a sample of 107 respondents. The research method used a quantitative approach using IBM SPSS version 25 software. The results of this study indicate that service quality has a positive and significant effect towards brand switching decisions, price has a negative and significant effect towards brand switching decisions, and promotion has a positive and significant effect towards brand switching decisions. Keywords: Service Quality, Price, Promotion, Brand Switching.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Service Quality, Price, Promotion, Brand Switching.
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANTYA DIO MOHAMAD
Date Deposited:	16 Oct 2025 02:58
Last Modified:	16 Oct 2025 02:58
URI:	http://eprint.unipma.ac.id/id/eprint/5561

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