Pemodelan Perilaku Brand Switching terhadap Produk Smartphone Menggunakan Binary Logistic Regression
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
CC Licencing
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Refbacks
- There are currently no refbacks.
Jurnal Sains dan Seni ITS by Lembaga Penelitian dan Pengabdian Kepada Masyarakat, LPPM-ITS is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Based on a work at https://ejurnal.its.ac.id/index.php/sains_seni.