PENGARUH KETIDAKPUASAN DAN HARGA TERHADAP PERPINDAHAN MEREK (Studi Pada Konsumen Restoran Solaria di Surabaya)

Abstract Entrepreneur of Indonesia restaurant and cafe in East Java progressively moun fast and enough signifikan namely reach 15-20%. Natural consumer of dissatisfaction if given service less giving to lick lips and disagree with consumer expectation. Dissatisfaction in presenting food and act improperly to make easy consumer to change over brand to other restaurant. Price to less consumer as according to benefit of the product will result migratory consumer to other brand. Target of this research is to study and analyse influence of price and dissactisfaction to transfer of brand where its study is done by Restaurant consumer of Solaria in Surabaya. Amount of sampel in this research amount to 220 responder representing man - woman and man which have membelli and feel food in Restaurant of Solaria. Result of research indicate that dissactisfaction have an effect on positive to transfer of brand at Restaurant consumer of Solaria in Surabaya. While price have an effect on positive to transfer of brand at Restaurant consumer of Solaria in Surabaya. Keywords:dissactisfaction, price, brand switchin