DAFTAR ISI

COVER..............................................................................................................
DAFTAR ISI......................................................................................................i
BAB I PENDAHULUAN..................................................................................1
1.1 Latar Belakang........................................................................................1
1.2 Rumusan Masalah...................................................................................9
1.3 Tujuan Penelitian....................................................................................10
1.4 Manfaat Penelitian..................................................................................10
1.5 Sistematika Penelitian.............................................................................11
BAB II KAJIAN TEORI..................................................................................13
2.1 Brand Switching......................................................................................13
2.1.1 Pengertian Brand Switching........................................................13
2.1.2 Indikator Brand Switching..........................................................15
2.2 Consumer dissatisfaction........................................................................15
2.2.1 Pengertian consumer dissatisfaction...........................................15
2.2.2 Indikator consumer dissatisfaction.............................................17
2.3 Product Attribute.....................................................................................18
2.3.1 Pengertian Product Attribute.......................................................18
2.3.2 Indikator Product Attribute.........................................................20
2.4 Variety Seeking........................................................................................21
2.4.1 Pengertian Variety Seeking.........................................................21
2.4.2 Indikator Variety Seeking............................................................23
2.5 Penelitian Terdahulu...............................................................................23
2.6 Kerangka Konseptual..............................................................................29
2.7 Hipotesis Penelitian.................................................................................29
BAB III METODOLOGI PENELITIAN.......................................................31
3.1 Objek Penelitian......................................................................................31
3.2 Jenis Penelitian........................................................................................31
3.2.1 Penelitian Deskriptif....................................................................31
3.2.2 Penelitian Kuantitatif..................................................................32
3.3 Jenis Dan Sumber Data...........................................................................32

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 3.3.1 Data Primer.................................................................................32
3.3.2 Data Sekunder.............................................................................32
3.4 Teknik Pengumpulan Data......................................................................33
3.4.1 Angket.........................................................................................33
3.4.2 Wawancara..................................................................................33
3.5 Populasi Dan Sampel..............................................................................33
3.5.1 Populasi.......................................................................................33
3.5.2 Sampel.........................................................................................34
3.6 Definisi Operasional Variabel.................................................................35
3.7 Skala Pengukuran....................................................................................37
3.8 Teknik Analisis Data...............................................................................37
3.8.1 Analisis Deskriptif Identitas Responden.....................................38
3.8.2 Analisis Deskriptif Tingkat Pencapaian Responden...................38
3.8.3 Uji Instrumen Penelitian.............................................................39
3.8.3.1 Uji Validitas....................................................................39
3.8.3.2 Uji Reliabilitas................................................................39
3.8.4 Uji Asumsi Klasik.......................................................................40
3.8.4.1 Uji Normalitas.................................................................40
3.8.4.2 Uji Linieritas...................................................................40
3.8.4.3 Uji Multikolinieritas........................................................41
3.8.4.4 Uji Heteroskedastisitas....................................................41
3.8.5 Analisis Regresi Linier Berganda...............................................41
3.8.5.1 Analisis Koefisien Regresi..............................................43
3.8.5.2 Analisis Koefisien Determinasi.......................................43
3.8.6 Uji Hipotesis Penelitian...............................................................44
3.8.6.1 Uji T................................................................................44
3.8.6.2 Uji F................................................................................45

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