Switching Intention in Halal Cosmetics Products

Autor:	Yessy Fortunania Sutanto, Auditia Setiobudi, Kezia Novtavia Sugiharto
Jazyk:	indonéština
Rok vydání:	2024
Předmět:	brand image dissatisfaction push-pull-mooring theory switching cost switching intention Communication. Mass media P87-96 Business HF5001-6182 Economic theory. Demography HB1-3840 Economics as a science HB71-74
Zdroj:	Jurnal Ekonomi, Bisnis dan Entrepreneurship, Vol 18, Iss 1, Pp 186-196 (2024)
Druh dokumentu:	article
ISSN:	2443-0633 2443-2121
DOI:	10.55208/jebe.v18i1.496
Popis:	The purpose of this research is to examine the switching intention towards Wardah Cosmetics products using the push-pull-mooring theory. The push factors tested in this study are dissatisfaction with the brand image factor, and the mooring factor is switching cost The technique used in this study is purposive sampling. 120 samples of non-Wardah users were obtained through an online questionnaire. The data analysis method uses multiple linear regression modelling. This study found that there is an influence of push factors and pull factors on switching intention. The mooring factor in this study (switching cost) was found to have no significant effect on switching intention. The results of this study can be used to understand the switching intention in cosmetics products with the help of the push-pull-mooring theory.
Databáze:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/d062b31227914d16ace8a06ab00cb3a4 Zobrazit plný text záznamu View record in DOAJ