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DAVEY PRADA RAMADANA
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THE EFFECT OF CONSUMER COMPLAINTS BEHAVIOR AND BRAND IMAGE ON BRAND SWITCHING INTENTION WITH SOCIAL MEDIA USE AS A MODERATING VARIABLE (STUDY ON ES TEH INDONESIA)
Abstrak (Bhs. Indonesia)
Sejumlah besar bisnis telah didirikan di seluruh dunia. Setiap bisnis memiliki kelebihan dan kekurangannya masing-masing, perusahaan ingin konsumen tetap setia dan memanfaatkan jasa dan produk. Oleh karena itu, perusahaan selalu mewaspadai niat perpindahan merek. Persaingan ini membuat para pengusaha melakukan berbagai cara untuk memunculkan citra merek dan juga menjaga keluhan konsumen di media sosial. Peristiwa yang terjadi baru-baru ini dengan Es Teh Indonesia di Twitter merupakan subjek yang sempurna untuk penelitian ini. Sampel dalam penelitian ini adalah 170 pelanggan Es Teh Indonesia dan berlokasi di Indonesia. Berdasarkan hasil penelitian dengan menggunakan alat analisis SPSS menunjukkan bahwa Brand Image berpengaruh negatif terhadap Brand Switching Intentions. Sedangkan Perilaku Keluhan Konsumen berpengaruh positif. Variabel Social Media Use berhasil memoderasi pengaruh antara Brand Image dan Brand Switching, serta memoderasi pengaruh antara Consumer Complaint Behavior dan Brand Switching.
Abtrak (Bhs. Inggris)
Great number of businesses have been established all around the globe. Each business has its own set of advantages and disadvantages, companies want the consumers to remain loyal and to utilize services and products. Therefore, companies are always aware of brand switching intentions. This competition makes entrepreneurs do various ways to bring up the brand image and also maintaining the consumer complaint in social media. With the recent event that happened with Es Teh Indonesia on Twitter it’s a perfect subject for this research. The sample in this study was 170 customers of Es Teh Indonesia and located in Indonesia. Based on the results of research using SPSS analysis tool shows that Brand Image have a negative effect on Brand Switching Intentions. Meanwhile, Consumer Complaint Behavior have a positive effect. Social Media Use variable was successful in moderating the effect between Brand Image and Brand Switching, also to moderate the effect between Consumer Complaint Behavior and Brand Switching.
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