ANALISIS FAKTOR BRAND SWITCHING TERHADAP PEMAKAIAN KARTU SELULAR DI UNIVERSITAS MUHAMMADIYAH MALANG (Studi pada mahasiswa Fakultas Ekonomi UMM)

ERNI KUSUMO.P

Abstract


This paper is an analysis of what factors motivate students of Faculty of Economy in Muhammadiyah University of Malang change mark. Whereas the title of this paper is: ?Analysis of Brand Switching Factors to Phone Simcard Usage in Muhammadiyah University of Malang?.
The purpose of this paper is to find the factors which the students bring into account in Brand Switching; and the second purpose is to know about the main factors in Brand Switching. The benefits of this paper for the next researchers are that it can be advantageous in improving knowledge and improve information and references to do the next research. For consumer (students), the paper is expected to become useful as consideration and inspiration in knowledge about consumer behavior of mark changing and know further the reasons, so it can be inputs before carry the mark changing out.
Based on research and discussion, it can be concluded that from the factor analysis done, we can find 5 main factors of Brand Switching (price of refill, quality, talk price, and price of first purchase) which is potentially become reasons of Brand Switching behavior to cellular simcard purchasing in Malang. And the main factor in this research is the first factor; it is related to product value which includes: price of refill, quality, talk price, and price of first purchase.
After studying, analyzing, and concluding the findings of the research, then some suggestions proposed as follows: academic students interested in continuing this research are expected to revise it by using different variables, the increase of sample quantity with different analysis instrument, so the research will develop and expand our knowledge.

 

Keyword : Brand Switching

Link Terkait :http://skripsi.umm.ac.id/files/disk1/312/jiptummpp-gdl-s1-2009-ernikusumo-15552-PENDAHUL-N.pdf


Keywords


Brand Switching