VARIABEL-VARIABEL YANG MEMPENGARUHI PINDAH MEREK SIMCARD BERBASIS GSM (Kasus Pengguna Kartu Telepon GSM Di Kalangan Mahasiswa di Kota Jambi)
Abstract: Brand switching is
the important indicator to determine consumer loyalty. In order to examine the
brand switching behavior
there are four
factors examined: price, promotion, product
attributes, and distribution.
Based on the
regression statisticaltest, it is
concluded that simultaneously price (X1), promotion (X2), product attributes (X3)
and distribution (X4) affect significantly unto GSM card’s brand switching.
But, partially brand switching
doesn’t affected by
price, product’s attribute,
and distribution except by promotion. Hence it is recommended to
implement relationshipmarketing
program through promotion
activities to keep
customer from brand switching behavior.
Penulis: Johannes, Erida,
dan Meike Lidayya
Kode Jurnal: jpmanajemendd100233
