ANALISIS PERILAKU BRAND SWITCHING DALAM PEMBELIAN PRODUK HANDPHONE
ABSTRACT: This
study aimed to identify factors that influence consumers’ brand switching
behavior in the pur-chase of mobile products in the district Undergraduate
Theses. This study uses samples of 100 re-spondents, the type of data used in
the primary. Data collection techniques using questionnaires and multiple
linear regression analysis tool. The results demonstrated that the factor of
price, satisfaction and quality simultaneously and partially have influence
over purchasing decisions. All three of these factors, the most dominant
influence on purchase decisions is the price factor.
Keywords:
price, customer satisfaction and quality.
Penulis: Rahmat
Agus Santoso
Kode Jurnal: jppiodd110004