ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT PERPINDAHAN MEREK DENGAN REFERENCE GROUP SEBAGAI VARIABEL MODERATING (Studi kasus pada pengguna provider Indosat M3 di Kota Semarang)

Abstract

Samples of this study are the ones who are still using Indosat IM3 and use other providers in
the area of Semarang with the number of respondents is 150 people. Techniques analyzed
using Structural Equation Modeling (SEM) with WarpPLS program version 2.0. The data has
been tested using validity to test the validity of the list of questions by looking at the value of
APC, ARS, VIF, AVIF and discriminant validity whereas reliability test using the approach of
composite reability and Cronbach’s Alpha and hypothesis testing is measured based on a
significance level of 5% .
Data results show that the model proposed in this study can be accepted, so it can be concluded
that the higher variety seeking behavior, the higher the interest in brand switching (hypothesis
1) with a path coefficient of 0.125, the higher the effectiveness of the lower interest advertising
brand switching (hypothesis 2) with a path coefficient of -0.118, the higher the customer satisfaction,
the lower the interest in brand switching (hypothesis 3) with a path coefficient of -0694, the
higher the customer satisfaction, the lower the interest in brand switching, if the dominant
reference group (hypothesis 4) with path coefficient of -0.151.