Hubungan Antara Konformitas Dengan Perilaku Intensi Brand Switching Terhadap Merek Handphone Pada Mahasiswa

Iklimaniati, Ferli (2022) Hubungan Antara Konformitas Dengan Perilaku Intensi Brand Switching Terhadap Merek Handphone Pada Mahasiswa. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the relationship between conformity and intentional behavior of brand switching in Psychology students at the Islamic University of Riau. The hypothesis in this study is that there is a positive and significant relationship between conformity and brand switching intention behavior in Psychology students at the Islamic University of Riau. The subjects in this study were 134 people who were Psychology students at the Islamic University of Riau with an age range of 19-22 years. Data collection in this study used a brand switching scale of 16 items with a reliability value of 0.843 and a conformity scale with a reliability value of 0.795. The analytical method used in this research is spearmen rank order correlation analysis. The results of statistical analysis obtained a correlation value of 0.280 (> 0.05) with a significance of 0.001 (p <0.05). Thus, it shows that there is a significant positive relationship between conformity and brand switching intention behavior in Psychology students at the Islamic University of Riau. This means that the higher the conformity, the higher the intentional behavior of brand switching and vice versa. The effective contribution of the conformity variable to the behavior of brand switching intentions is 0.098, meaning that conformity provides an effective contribution of 9.8% to the behavioral variable of brand switching intentions while the rest is influenced by other factors.

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