Analisis Faktor-Faktor yang Mempengaruhi Brand Switching pada Telepon Seluler Merek Nokia

Abstract

The significant decrease in Nokia’s market share and top brand index for five years indicates that the presence of Nokia’s customer who make the brand switching from Nokia’s celluler phone to celluler phone another brand. So it necessary to an analysis of the factors affecting of brand switching in Nokia cell phone. Exogenous variables used in the study is a product problems, service problems, the benefit / value of other products, variety seeking and switching cost. Questionnaires carried out on students of S1 regular Bogor Agricultural University (IPB), the number of respondents 100 people. Questionnaire results were processed used analytical tools Structural Equation Model (SEM) with SmartPLS software version 2.0. The results showed that brand switching in Nokia cell phone for students significant affected by variety seeking.