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THE INFLUENCE OF PRODUCT AVAILABILITY AND PRICE FAIRNESS TOWARDS BRAND SWITCHING BEHAVIOR ON BRIGHT GAS CUSTOMER IN BANDUNG CITY

THE INFLUENCE OF PRODUCT AVAILABILITY AND PRICE FAIRNESS TOWARDS BRAND SWITCHING BEHAVIOR ON BRIGHT GAS CUSTOMER IN BANDUNG CITY
MIKHAEL ZULFIKAR RIZ
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Natural gas is a vital component of energy supply. Natural gas is one of
important fuel or ammonia (fertilizer component). Similar to raw oil and coal,
natural gas is the fuel that made of ancient plant, animal, and microorganism.
Indonesia is one of the richest countries that produced oil and gas. In the 1970s until
1990s, Indonesia was a great exporter of oil and gas country. But in the early 2000s,
production of oil and gas was decreased. Moreover, currently, Indonesia even
become an active importer. While distributing into society, Pertamina should be
careful, considering “marketing” is an important part of distributing or delivering
product or service to a customer. With marketing, the company can sell their
product or service to the consumer. This also applied to gas sales in term selling gas
to the consumer. This research is conduct to understand why Elpiji 3kg changed to
Bright Gas because of Product Availability and Price Fairness of Elpiji 3 kg and
Bright Gas itself. This research method is using data collection method from the
field that collected from Pertamina customer that already switch from Elpiji 3 kg
into Bright Gas in Bandung City.
The result of this research showed there is an effect between product
availability and price fairness in the decision to switch the brand. With several
dimension that supports its variable such as Product Availability has 2 dimensions:
the readiness of the product and customer needs. Price fairness has 3 dimensions:
the suitable price with quality, price admission, and price ethics. Meanwhile, Brand
Switching Behavior has 3 dimensions: the low customer loyalty, the low customer
involvement and the low of customer satisfaction. Using SPSS, most of the
dimension’s reliability and validity have a great result. With result shows up more
than 0,3 and 0,5 means the dimensions has a big impact on its variable.