Manajemen S-1, Vol. 1 (2013) No. 1

Pengaruh Ketidakpuasan Konsumen, Karakteristik Kategori Produk, Dan Kebutuhan Mencari Variasi Terhadap Keputusan Perpindahan Merek Handphone (Survey Pada Mahasiswa Fakultas Ekonomi Reguler Mandiri Universitas Andalas)

Rahmat Ananda

Abstract

The objective of this research is to examine the partial effect (T testing) and simultaneous effect (F Testing) of costumer dissatisfaction, characteristic of product category and variety seeking needs on brand switching behaviour of handphone. Knowing the decision to switcihng brand will help to solve the problem that faced by marketer related to satisfaction. The approach that use is brand loyalty concepts that can make the increasing of market share and profitability. Data was collected through questionnaires and interviews. Sampling technique using purposive sampling method with 100 responden. Methods data analysis with the Test Instruments Testing validity and Reliability Testing, analysis qualitative using Multiple Linear Regression analysis. The result of analysis of partial and simultaneous examine show that costumer dissatisfaction, characteristic of product category and variety seeking needs have positive and significantly related to brand switching behaviour.

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