PERILAKU BRAND SWITCHING PENGGUNA TELEPON SELULER SMARTFREN

MIX: JURNAL ILMIAH MANAJEMEN

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Field Value
 
Title PERILAKU BRAND SWITCHING PENGGUNA TELEPON SELULER SMARTFREN
 
Creator ., Tafiprios
Astini, Rina
 
Subject Brand switching, consumer dissatisfaction, variety seeking, product quality
 
Description The purpose of this study was to determine the effect of consumer dissatisfaction, needs to seek variations, and product quality on brand switching behavior from Smartfren mobile phones to other mobile brands. A total of 140 respondents who had used smartfren mobile phones and then switched brands to other cellphones were used in this study. Data collected through questionnaires using a Likert scale. Analysis of this research data using SEM with Lisrel 8.8. The results showed that consumer dissatisfaction did not have a significant effect on brand switching behavior, while the need to seek variation and product quality had a significant effect on brand switching behavior
 
Publisher Universitas Mercu Buana
 
Contributor
 
Date 2019-02-18
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/5279
10.22441/mix.2019.v9i1.015
 
Source MIX: JURNAL ILMIAH MANAJEMEN; Vol 9, No 1 (2019): MIX: Jurnal Ilmiah Manajemen; 240 - 250
2460-5328
2088-1231
 
Language eng
 
Relation http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix/article/view/5279/2420
 
Rights Copyright (c) 2019 MIX: JURNAL ILMIAH MANAJEMEN
 

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