PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN BERPINDAH MEREK PADA KONSUMEN PEMBALUT WANITA LORELA DI PONDOK PESANTREN PUTRI DARUSSALAM BLOKAGUNG BANYUWANGI

Abstract

The purposes of this study were 1) To determine the effect of product quality (X1) partially on the decision to switch brands among consumers of Lorela Sanitary Napkins at Putri Darussalam Islamic Boarding School Blokagung Banyuwangi (Y). 2) To determine the effect of perceived price (X2) partially on the decision to switch brands among consumers of Lorela sanitary napkins at Pondok Pesantren Putri Darussalam Blokagung Banyuwangi (Y). 3) To determine the effect of product quality (X1) and price perception (X2) simultaneously on the decision to switch brands on Consumers of Lorela Sanitary Napkins at Pondok Pesantren Putri Darussalam Blokagung Banyuwangi (Y). Based on the research results it is known that the results of the F test obtained by multiple regression analysis show that the Fcount value is 5.39 and Ftable at the 5% significance level is 3.35. The results of the F test show that the Fcount value is greater than Ftable or 5.39 > 3.35. So it can be seen that the independent variables of product quality (X1) and price perceptions (X2) have an effect on the dependent variable, namely the decision to switch brands (Y). So the results of this study are product quality and price perceptions that have a positive and significant effect on the decision to switch brands among consumers of Lorela sanitary napkins at Pondok Pesantren Putri Utara Darussalam Blokagung Banyuwangi.