PENGARUH ATRIBUT PRODUK DAN VARIETY SEEKING TERHADAP KEPUTUSAN PERPINDAHAN MEREK HANDPHONE NOKIA KE SMARTPHONE SAMSUNG (Survei pada outlet Okeshop ITC Roxy Mas, Jakarta Pusat)
ABSTRACT: The purpose
of the research
are: to know
the description of
product attributes, variety seeking, and brand switching decision of
handphone Nokia to Samsung Smartphone, test empirically the influence of product attributes toward brand switching
decision of handphone
Nokia to Samsung
smartphone, test empirically the
influence of variety seeking toward brand switching decision of handphone Nokia
to Samsung smartphone,
test empirically the
influence of product attributes
and variety seeking
toward brand switching
decision of handphone Nokia
to Samsung smartphone.
This is a
quantitative research, descriptive
and causal design, collecting data by survey method. Population of this
research is v isitors of Outlet Okeshop ITC Roxy mas, Central Jakarta who use
Samsung smartphone and had use handphone Nokia before. Analysis of the research
was conducted using SPSS. The results of
the t test shows the product attributes and brand switching significantly
influence the significance value, and variety
seeking toward brand
switching are also
significantly influence. The results of F test simultaneously
indicates product attributes and variety seeking influencing significantly
to brand switching.
And the r esult
of determination analysis in this
research shows the variation of variables product attributes and variety seeking
could explained brand
switching together. While
the remaining are explained by
other variables that are not included in this research m odel.
Penulis: Setyo Ferry Wibowo, Teguh
Kurnaen, Agung Kresnamurti RP
Kode Jurnal: jpmanajemendd140819
