Pengaruh Brand Image, E-Service Quality, E-Wom terhadap Brand Switching pada Pengguna Kartu Axis di Kota Bandung
Abstract
This research was conducted at PT. XL Axiata Tbk with the aim of understanding the influence of brand image, electronic service quality and e-WOM on users' tendency to switch brands. A quantitative approach was used in this research involving 400 respondents as samples. The non-propability sampling method was used by distributing questionnaires to Axis card users in Bandung City. The research results show that brand image, electronic service quality, and e-WOM have a positive and significant influence on users' tendency to switch brands. Simultaneously, these three variables also have a positive and significant effect on users' tendency to switch brands. In conclusion, these findings provide valuable insight for PT. XL Axiata Tbk in designing more effective marketing and service strategies to maintain and increase their Axis customer base.
Keywords: Brand Image, Brand Switching, E-Service Quality, E-Wom
References
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Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2019). Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 53–68. https://doi.org/10.33059/jseb.v11i1.1722
Gunawan, E. &. (2021). Jurnal ekonomi, manajemen, bisnis dan sosial. 1(2), 75–82.
Konsumen.com, M. (2021). Keluhan Konsumen Axis. https://mediakonsumen.com/page/2?s=axis#gsc.tab=0
Kotler, K. & C. (2022). Marketing Management (16th ed.). https://www.sciencedirect.com/science/article/pii/S0148296322005690
Kussoy, Y. H., Lumanaw, B., & Raintung, M. C. (2021). Analisis Perbandingan Strategi Promosi, Kualitas Layanan dan Kepuasan Pelanggan Pada Pengguna Kartu Telkomsel dan Tri di Kecamatan Motoling Timur. Jurnal EMBA, 9(1), 859–868. https://ejournal.unsrat.ac.id/index.php/emba/article/view/32594%0Ahttps://ejournal.unsrat.ac.id/index.php/emba/article/viewFile/32594/30815
Martha Tri Lestari S . Sos ., M. 2 A. A. . (2021). Pengaruh Brand Ambassador dan Brand Image Terhadap Minat Beli Pengguna Aplikasi Tokopedia. 8(2), 2074–2082.https://www.ejournal.stiesyariahbengkalis.ac.id/index.php/iqtishaduna/article/view/526
Musnaini, & Wijoyo, H. (2021). Impact of Variety Seeking , and Electronic Word of Mouth of Cosmetic Brand Switching. Jurnal Ekonomi, 03(1), 23–32. https://www.academia.edu/download/66724690/319_Article_Text_1613_1_10_20210430.pdf
Pirdaus, A., Danial, R. D. M., & Ramdan, A. M. (2020). Analisis Efek Komunitas dan Electronic Word Of Mouth terhadap Brand Switching Produk Xiaomi Pocophone ke Oppo F9 di RNY Communication Kota Sukabumi. Journal of Management and Bussines (JOMB), 2(1), 1–8. https://doi.org/10.31539/jomb.v2i1.1220
Pranitasari, D., & Sidqi, A. N. (2021). Analisis Kepuasan Pelanggan Elektronik Shopee Menggunakan Metode E-Service Quality dan Kartesius. 18(02), 12–31. https://doi.org/10.36406/jam.v18i02.438
Rakhmat Romadhan, M., Indriastuty, I., & Prihandoyo, C. (2019). E-Service Quality Kepuasan Konsumen Melalui E-Commerce Terhadap Loyalitas Konsumen. Jurnal GeoEkonomi, 10(2), 150–163. https://doi.org/10.36277/geoekonomi.v10i2.90
Riyanto, J., & Fardhani, A. (2021). Serat Acitya-Jurnal Ilmiah UNTAG Semarang E-Service Quality dan Pengguna GoCar di Kota Semarang. APRIL Management & Accountancy in Practice Journal, 2(1). http://jurnal.untagsmg.ac.id/index.php/sa/article/viewFile/2119/1436
Safitri, A., & Septrizola, W. (2019). Jurnal Kajian Manajemen dan Wirausaha | 26 Pengaruh Dissatisfaction, Variety Seeking, Electronic Word of Mouth, dan Religiosity terhadap Brand Switching Produk Kosmetik Lain ke Kosmetik Wardah pada Mahasiswi Universitas Negeri Padang. www.inews.id.
Santosa, A. T. (2019). Pengaruh Kualitas Pelayanan, Kualitas Produk, Store Atmosphere, Dan E-Wom Terhadap Proses Keputusan Pembelian (Survei Terhadap Konsumen Zenbu-House of Mozaru Paris Van Java, Bandung). Jurnal Manajemen Maranatha, 18(2), 148–158. https://doi.org/10.28932/jmm.v18i2.1613
Sari, D. M. F. P., & Dewi, D. A. P. Y. T. (2020). Brand Switching Smarthphone (Xiomi Dan Oppo) Pada Erafone Megastore Di Kota Denpasar. Jurnal Ilmiah Manajemen Dan Bisnis, 2(2), 89. https://doi.org/10.38043/jimb.v2i2.2333
Septiani, S., Purwanti, R. S., & Toto. (2020). Pengaruh Ketidakpuasan Konsumen Dan Variety Seeking Terhadap Brand Switching (Suatu Studi Pada Konsumen Toko Elin Kosmetik Yang Berpindah Dari Sariayu Ke Wardah). Business Management And Entrepreurship Journal, 2(September), 67–81. https://jurnal.unigal.ac.id/bmej/article/view/3767
Suryani, A. N. (2019). Pengaruh Iklan Smartphone Terhadap Perilaku Brand Switching Konsumen Bayung Lencir Musi Banyuasin. Jurnal Manajemen Kompeten, 1(2), 36. https://doi.org/10.51877/mnjm.v1i2.57
Werung, M., Tampi, D. L., Mangindaan, J. V, Studi, P., Bisnis, A., & Administrasi, J. I. (2020). Citra Merek Smartphone Samsung terhadap Keputusan Pembelian Mahasiswa Universitas Sam Ratulangi Manado. 1(5). https://ejournal.unsrat.ac.id/index.php/productivity/article/view/30729
Widyaningrum, H. W., Farida, N., & Prihatini, A. E. (2022). Pengaruh Product Quality dan Service Quality terhadap Brand Switching Melalui Customer Value (Studi pada Mantan Pelanggan Indihome di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 11(2), 281–289. https://doi.org/10.14710/jiab.2022.34660
Wulan, R., & Samsiyah, S. (2022). Faktor-Faktor yang Mempengaruhi Perilaku ( Studi Kasus produk IndiHome di Wilayah Bandung Raya ). 1. https://journal.ebizmark.id/index.php/abaj/article/view/30
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2024-03-26
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