ANALISIS PERILAKU BRAND SWITCHING DALAM PEMBELIAN PRODUK HANDPHONE
DOI:
https://doi.org/10.22219/jmb.v1i2.1336Abstract
Fakultas Ekonomi Universitas Muhammadiyah Gresik
E-mail: ra_santosa@yahoo.co.id.
ABSTRACT
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.
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