Pengaruh Word of Mouth, Dissatisfaction, dan Variety Seeking Terhadap Brand Switching Jasa Kurir J&T Express (Studi pada Pengguna Jasa Kurir Ekspedisi J&T Express di Kota Medan)

Abstract

Brand switching is the activity of changing from buying one Brand to another and showing a reduction in Brand loyalty. Intense Brand competition in the expedition courier service sector makes some consumers choose to use the J&T Express Brand because it is considered better than other courier service Brands. Factors that can influence this Brand switching are information from consumers by word of mouth, dissatisfaction and the search for new variations. J&T Express is able to attract more consumers by maintaining its image and service quality. This study aims to analyze the effect of word of mouth on Brand switching to J&T Express courier services, analyze the effect of dissatisfaction on Brand switching to J&T Express courier services, analyze the effect of variety seeking on Brand switching to J&T Express courier services, and the effect of word of mouth. mouth, dissatisfaction and variety seeking towards Brand switching to J&T Express expedition courier services. The form of research used in this research is quantitative research with an associative approach. Sampling was done through probability sampling technique and used 100 respondents as samples. The primary data used in this study was obtained by distributing questionnaires directly to customers and through google forms, while secondary data was obtained through library research. The data analysis method used is validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study indicate that word of mouth (X1), dissatisfaction (X2) and variety seeking (X3), have a significant and simultaneous effect on Brand switching (Y). The results of the correlation coefficient (R) are 0.883, where this coefficient value shows the relationship between word of mouth, dissatisfaction and variety seeking on brand switching. The value of the coefficient of determination shows that the variable word of mouth, dissatisfaction and variety seeking can explain the brand switching variable by 77.3%