PENGARUH HARGA, WORD OF MOUTH, DAN KUALITAS MEREK TERHADAP PERALIHAN MEREK ROKOK HUMER DI SURABAYA BARAT

SASONGKO, SATRIA ADI (2026) PENGARUH HARGA, WORD OF MOUTH, DAN KUALITAS MEREK TERHADAP PERALIHAN MEREK ROKOK HUMER DI SURABAYA BARAT. [Tugas Akhir/Skripsi]

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga, Word of Mouth (WOM), dan kualitas merek terhadap peralihan merek Rokok Humer di Surabaya Barat. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Sampel penelitian terdiri atas 73 konsumen Rokok Humer di Surabaya Barat yang memenuhi kriteria penelitian. Data dikumpulkan melalui penyebaran kuesioner, baik secara langsung maupun melalui Google Form, kemudian dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji dominan, dan uji koefisien determinasi (R²) dengan bantuan program IBM SPSS. Hasil penelitian menunjukkan bahwa secara parsial harga tidak berpengaruh signifikan terhadap peralihan merek, yang ditunjukkan oleh nilai t hitung sebesar 1,989 dengan signifikansi 0,051 (>0,05). Variabel Word of Mouth juga tidak memberikan pengaruh yang signifikan terhadap peralihan merek, dengan nilai t hitung sebesar 0,100 dan signifikansi 0,920 (>0,05). Sebaliknya, kualitas merek terbukti berpengaruh positif dan signifikan terhadap peralihan merek dengan nilai t hitung sebesar 5,058 dan signifikansi 0,000 (<0,05). Selain itu, kualitas merek menjadi variabel yang memiliki pengaruh paling dominan dengan nilai Standardized Beta sebesar 0,577. Hasil uji koefisien determinasi menunjukkan nilai R Square sebesar 0,635, yang berarti bahwa harga, Word of Mouth, dan kualitas merek secara bersama-sama mampu menjelaskan variasi peralihan merek sebesar 63,5%, sedangkan sisanya sebesar 36,5% dipengaruhi oleh faktor-faktor lain yang tidak dibahas dalam penelitian ini. were collected through questionnaires distributed both directly and via Google Forms. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, dominant variable test, and the coefficient of determination (R²) with the assistance of IBM SPSS software. The findings indicate that, partially, price has no significant effect on brand switching, as evidenced by a t-value of 1.989 and a significance value of 0.051 (> 0.05). Likewise, Word of Mouth does not significantly influence brand switching, with a t-value of 0.100 and a significance value of 0.920 (> 0.05). In contrast, brand quality has a positive and significant effect on brand switching, with a t-value of 5.058 and a significance value of 0.000 (< 0.05). Furthermore, brand quality is identified as the most dominant variable, as indicated by the highest standardized beta coefficient of 0.577. The coefficient of determination (R²) is 0.635, indicating that price, Word of Mouth, and brand quality collectively explain 63.5% of the variation in brand switching, while the remaining 36.5% is influenced by other factors not examined in this study. Keywords: Price, Word of Mouth, Brand Quality, Brand Switching.

Item Type:	Tugas Akhir/Skripsi
Uncontrolled Keywords:	Harga, Word of Mouth, Kualitas Merek, Peralihan Merek.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	2242 satria adi sasongko uwks
Date Deposited:	13 Oct 2026 09:43
Last Modified:	13 Oct 2026 09:43
URI:	http://erepository.uwks.ac.id/id/eprint/24151

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