ii ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh product knowledge (X1), dan reference group (X2) terhadap keputusan konsumen melakukan brand
switching (Y) dalam pembelian produk jasa pengiriman paket pada mahasiswa Fakultas Ekonomi & Bisnis Universitas Sumatera Utara.
Penelitian ini merupakan jenis penelitian asosiatif yang bertujuan untuk mengetahui hubungan antara dua variabel atau lebih. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara angkatan 2012-2014 yang sudah pernah menggunakan jasa pengiriman titipan kilat dimana mereka pernah melakukan perpindahan merek jasa pengiriman paket. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner atau daftar pertanyaan yang berkaitan dengan penelitian. Data diproses dengan menggunakan SPSS 16.0 for windows. Metode analisis data menggunakan metode deskriptif dan metode kuantitatif yaitu dengan menggunakan Analisis Regresi linier berganda yang digunakan untuk mengukur pengaruh product knowledge dan reference group terhadap keputusan melakukan brand switching pada produk jasa pengiriman paket pada mahasiswa Fakultas Ekonomi & Bisnis Universitas Sumatera Utara.
Berdasarkan uji F variabel bebas (product knowledge, dan reference group) secara bersama-sama memiliki pengaruh yang positif dan signifikan terhadap variabel terikat (brand switching). Melalui pengujian koefisien determinasi (R2) diperoleh bahwa hubungan antara product knowledge dan reference group terhadap keputusan konsumen melakukan brand switching produk jasa pengiriman memiliki hubungan yang positif dan cukup erat.
Kata kunci : Product Knowledge, Reference Group, dan Brand Switching
iii ABSTRACT
This study purposes were to determined the influence of product knowledge (X1), and the reference group (X2) towards the decision of consumers
doing brand switching (Y) in the purchase of a product delivery service package on Student of Faculty of Economics & Business University of North Sumatra.
This research was a type of associative research that aims to find out the relationship between two or more variables. The population in this research is a student of the Faculty of Economics and business of the University of North Sumatra force 2012-2014 that have ever been using surrogate Flash delivery service where they ever make the shift of the brand service delivery package. Method of data collection in this study using questionnaire or a list of questions related to the research. Data is processed using SPSS 16.0 for windows. Methods of data analysis using the method of descriptive and quantitative methods i.e. using multiple linear regression analysis used to measure the influence of product knowledge and reference group against the decision of switching on the product brand doing delivery service package on Student of Faculty of Economics and Busines University of North Sumatra.
Based on a test of the free variable F (product knowledge, and the reference group) together have a positive and significant effect against the variable is bound (the brand switching). Through testing the determination of the coefficient (R2) is obtained that the relationship between product knowledge and reference group of consumers doing brand switching products shipping services have a relationship that is positive and quite closely.
Key Word: Product Knowledge, Reference Group, and Brand Switching
