ANALISIS PENGARUH PROMOSI, HARGA, DAN ATRIBUT PRODUK TERHADAP PERPINDAHAN MEREK (BRAND SWITCHING) KARTU SELULER
ABSTRACT: Brand Switching is
the time when a customer or a group of customerchange their loyalty from one
brand of product to another. Population of thisresearch is SIM Card User in
Totalwin Semarang. Sixty eight are chosen assample are fixed as purposive
sampling. Data are analyzed using SPSS program. Data are collected with
questionnaires.From the research we can conclude that validity test and
reliability test all questioner are fulfill therequirement. Result and
theoretical implication of this research is: this research supports previous
researches postulating that promotion, price , andproduct attributes influences
to brand switching positively. In managerial terms, this research contributes
to decision makers to pay more attention tothe promotion in purpose to improve
loyalty customer.
Keywords: promotion, price,
product attributes, brand switching
Penulis: M. Roby Jatmiko
Kode Jurnal: jpmanajemendd170406
