Analysis of Brand Switching from Unpackaged (Bulk) Cooking Oil Product to Branded Packaged Cooking Oil Product (Case Study: Bengkalis Island)

Abstract

Brand switching is a shift in one's desire to buy a different brand. This study aims to determine the causes of the brand switching of packaged (bulk) cooking oil products to branded packaged cooking oil products located on Bengkalis Island, as well as to determine the most dominant factors and also to determine the factors that cause the least brand switching of packaged (bulk) cooking oil products to branded packaged cooking oil products in Bengkalis Island. The type of research used in this research is observation using quantitative and qualitative approaches. Data collection techniques were carried out by observation and questionnaires. The survey method was carried out by researchers through a questionnaire instrument. The number of samples obtained is 100 respondents. The results of this study indicate that the factors causing brand switching of cooking oil products are advertising, price, promotion, product quality, word of mouth communication, personality, brand image, need for variety, and consumer dissatisfaction. The factor that is most dominant and contributes the least to brand switching is an average brand image of 4.29 and an average need for variation of 3.78. Based on these results, the brand image factor is higher than the other factors.