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

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