FAKTOR YANG MEMPENGARUHI PERILAKU BERALIH KONSUMEN DALAM MENGGUNAKAN KARTU SELULER
DOI:
https://doi.org/10.22219/jmb.v3i1.1711Abstract
Moh. Joko Santoso
PT. Astra Agro Lestari, Tbk
E-mail: m.joko.santoso@yahoo.co.id
ABSTRACT
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
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