Pemodelan Perilaku Brand Switching terhadap Produk Smartphone Menggunakan Binary Logistic Regression

Wikaning Tri Dadari, Ni Luh Putu Satyaning Pradnya Paramita, Agus Suharsono
Submission Date: 2019-07-23 19:39:39
Accepted Date: 2020-02-04 00:00:00

Abstract


Perilaku brand switching pada konsumen smartphone di Indonesia mengharuskan vendor-vendor smartphone lebih cermat dalam menentukan strategi pemasaran agar tidak kehilangan pelanggan dan bahkan mampu menarik pelanggan baru. Penelitian ini menerapkan metode Regresi Logistik Biner untuk mengidentifikasi faktor-faktor yang berpengaruh signifikan terhadap perilaku brand switching pada konsumen smartphone. Terdapat empat model yang disusun. Model pertama melibatkan seluruh variabel tanpa diseleksi, model kedua melibatkan variabel-variabel hasil seleksi stepwise backward, model ketiga dan keempat melibatkan komponen utama hasil reduksi masing-masing 4 dan 5 komponen utama. Model 1 menghasilkan akurasi dan spesitifitas paling tinggi sehingga sesuai digunakan untuk memprediksi konsumen yang loyal terhadap suatu brand. Model yang melibatkan 4 komponen utama memiliki sensitivitas paling tinggi sehingga model ini baik digunakan untuk memprediksi konsumen yang beralih brand.

Keywords


Brand Switching; Regresi Logistik Biner; Switching Model

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