PERILAKU BRAND SWITCHING PENGGUNA TELEPON SELULER SMARTFREN

The purpose of this study was to determine the effect of consumer dissatisfaction, needs to seek variations, and product quality on brand switching behavior from Smartfren mobile phones to other mobile brands. A total of 140 respondents who had used smartfren mobile phones and then switched brands t...

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Bibliographic Details
Published inMix (Online) Vol. 9; no. 1; pp. 240 - 250
Main Authors ., Tafiprios, Astini, Rina
Format Journal Article
LanguageEnglish
Published Universitas Mercu Buana 18.02.2019
Subjects
brand switching, consumer dissatisfaction, variety seeking, product quality
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Summary:The purpose of this study was to determine the effect of consumer dissatisfaction, needs to seek variations, and product quality on brand switching behavior from Smartfren mobile phones to other mobile brands. A total of 140 respondents who had used smartfren mobile phones and then switched brands to other cellphones were used in this study. Data collected through questionnaires using a Likert scale. Analysis of this research data using SEM with Lisrel 8.8. The results showed that consumer dissatisfaction did not have a significant effect on brand switching behavior, while the need to seek variation and product quality had a significant effect on brand switching behavior
ISSN:2088-1231
2460-5328
DOI:10.22441/mix.2019.v9i1.015