THE AFFECT OF PRICE AND TRUST TOWARD BRAND SWITCHING OF SMARTPHONE IN MANADO
Abstract: The smartphone
revolution has triumphed in Indonesia especially in Manado in terms of
penetration and innovation. Therefore, as the competition becomes more
intensified, it is important to any companies to anticipate any changes in its
customers’ preferences, especially all variables related to the price and trust
that are much revealed in prior studies. This study is to know the affect of
price and trust on brand switching. Switching behaviour of subscribers has many
factors behind it, but in this case we just need to analyze two factors which
is price and trust. By using 100 respondents, we used multiple regression to
analyze the data. The results reveal that price and trust are significantly
positive related to brand switching. Based on the result, the author suggest
for smartphone companies to be careful about the safety product by consistently
give right products without defect and to maintain price in order to meet
customer expectation. Consistent price that compatible with the product
usability increase customer satisfaction and encourage repeat purchases.
Keywords: price, trust, brand
switching
Penulis: Indah Permata Tumbol,
Joyce . Lapian, Frederik G Worang
Kode Jurnal: jpmanajemendd170997
