FAKTOR YANG MEMPENGARUHI PERILAKU BERALIH KONSUMEN DALAM MENGGUNAKAN KARTU SELULER
Moh. Joko Santoso
PT. Astra Agro Lestari, Tbk
This research aims to determine the factors affecting consumer switching behaviour on cellular card in Malang City. Consumer switching behaviour factors included customer service, knowledgeable employees, waiting time to get the customer service, error billing, network coverage, frequent network problem, new scheme, plan for different age,value added service, call rates, hidden charges, short message service charges, internet charges, recharge facilities, offered by competitor family and friend, fancy number, and recharge cost. Consumer switching behaviour in cellular card seen during the last six months. Respondents were card users who have used cellular card at least 6 months. The sum of respondent are 100 users who are selected by purposive sampling. Data were collected by using questionnaires. The data analysed by using logistic regression enter method and backward stepwise. Based on the results of logistic regression analysis exemplified that the constant significance value was less than 0.05. This meant that the factors of consumer switching behaviour had a significant effect in cellular card. The factors affect consumer switching behaviour had influenced at 37.6%, and 62.4% influenced by other factors outside this study. Finnaly, the fancy number was the most dominant factors which could influence consumer switching behaviour.
Keywords: cellular card user, consumer behavior, switching behavior