ANALISIS PERILAKU BRAND SWITCHING DALAM PEMBELIAN PRODUK HANDPHONE
Rahmat Agus Santoso
Fakultas Ekonomi Universitas Muhammadiyah Gresik
This study aimed to identify factors that influence consumers’ brand switching behavior in the purchase of mobile products in the district Undergraduate Theses. This study uses samples of 100 respondents, the type of data used in the primary. Data collection techniques using questionnaires and multiple linear regression analysis tool. The results demonstrated that the factor of price, satisfaction and quality simultaneously and partially have influence over purchasing decisions. All three of these factors, the most dominant influence on purchase decisions is the price factor.
Keywords: price, customer satisfaction and quality.