ANALISIS PENGARUH KETIDAKPUASAN KONSUMEN, KEBUTUHAN MENCARI VARIASI, KETERLIBATAN KONSUMEN, HARGA DAN DAYA TARIK PESAING TERHADAP PERILAKU BRAND SWITCHING (Studi Kasus pada Pengguna Telepon Seluler Sony Ericsson di Kota Semarang)

Abstract

Brand switching is one of interesting objects to be studied. Companies need to know what motivates people to switch and using competitor‟s product. Especially in cell phone market in Indonesia. Cell phone is not included in convenient goods categories, but people recently have tendency to buy the new phones although their old one still can be used. Some people buy different brand instead of buying the same brand with their previous mobile phone. This study aimed to test a model of brand switching behavior of cell phone products. This model emphasized on the influence of consumer dissatisfaction, needs of variety-seeking, involvement, price, and competitors attractiveness towards brand switching behavior. There were five hypotheses being tested in this study, only two are acceptable while the other three refused. This condition indicates that there are two variables have positive influence on the brand switching behavior in purchasing mobile phone products in Semarang, namely: Needs of variety-seeking and competitors attractiveness. The result shows that the research model can be accepted.