PENGARUH PRODUK, HARGA, PROMOSI, SALURAN DISTRIBUSI, DAN PROSES TERHADAP KEPUTUSAN BRAND SWITCHING PADA KARTU TELEPON SELULER
Abstract: The research
purposes are to analyses the effect of product, price, promotion, place, and
process on brand switching decisions, and to determine dominant effect of those
on brand switching decisions. Logistic regression of analysis was used as
statistical analyses. The result showed that product, price, promotion, place,
and process have a positive effect on brand switching decisions. Variable
process has a dominant effect on brand switching decisions. The suggestions
from this resesarch that the company should have many efforts to provide
guarantee to satisfied customers by offering qualified product, giving gift or
bonuses and decreasing the mobile card price.
Keyword: Product, Price,
Promotion, Place, Process, Brand Switching, Mobile Card
Penulis: Jurnal Manajemen
Kode Jurnal: jpmanajemendd141344
