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Faktor-Faktor Penentu Brand Switching Produk Kosmetika dengan Sistem Penjualan Langsung Berjenjang Syariah / Mayong Ajiwinanto
Pengarang
Ajiwinanto, Mayong
Simanjuntak, Megawati (Pembimbing I)
Tanjung, Hendri (Pembimbing II)
Jenis bahan
Tesis
Edisi
-
Penerbitan
Bogor : IPB University, 2021
Deskripsi fisik
82 halaman : ilustrasi ; 29 cm.
Bahasa
-
ISBN / ISSN / ISMN
-
Subjek
Sekolah Bisnis-- Manajemen dan Bisnis
Management and Business-- Business industry-- 2019-- Indonesia
Abstrak
The rapid development of the cosmetics business industry with a directsales system and the high market share of cosmetic products in Indonesia, also ledto the competition of cosmetics product companies. The competition has animpact on consumers, with the availability of many alternative cosmetic productsthat cause many consumers to do brand switching. The cause of the brand shiftmade by consumers is also influenced by the need to find variety (VarietySeeking). In addition to dissatisfaction and finding variations, other factors thatdrive brand switching decisions by consumers are also influenced by word ofmouth. The purpose of this study is to analyze the factors that influence brandswitching of cosmetics products with a sharia tiered direct sales system.
Catatan
The rapid development of the cosmetics business industry with a directsales system and the high market share of cosmetic products in Indonesia, also ledto the competition of cosmetics product companies. The competition has animpact on consumers, with the availability of many alternative cosmetic productsthat cause many consumers to do brand switching. The cause of the brand shiftmade by consumers is also influenced by the need to find variety (VarietySeeking). In addition to dissatisfaction and finding variations, other factors thatdrive brand switching decisions by consumers are also influenced by word ofmouth. The purpose of this study is to analyze the factors that influence brandswitching of cosmetics products with a sharia tiered direct sales system.
Akses online
https://repository.ipb.ac.id/handle/123456789/106561
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