PENGARUH VARIETY SEEKING, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PERPINDAHAN BLACKBERRY KE SMARTPHONE

Abstract

The current rapid growth of the development of technology has made human life cannot be separated from the
technology particularly in the field of telecommunication. This condition has encouraged the manufacturer of
blackberry and Samsung mobile phone to compete in creating smartphones which can meet the needs of human
life according to the demands of time. Many kinds of products are offered by the manufacturer by giving
opportunity to the customers to do brand switching. The decision of brand switching of blackberry to Samsung
smartphone has been influenced by the variety seeking, promotion, and brand image. This research is meant to
find out the influence of variety seeking, promotion, and brand image to the decision of brand switching from
blackberry to Samsung smartphone. The sample collection technique has been done by using non probability
sampling and purposive sampling method. The research data is based on the questionnaires which have issued
and filled in by the respondents as many as 100 people. The analysis technique has been done by using multiple
linear regressions analysis. The result of the t test shows that the significance level of the variables i.e. variety
seeking, promotion, and brand image overall is under 0.05, so that partially the independent variables have
significant influence to the dependent variable i.e. decision of brand switching.

Keywords: variety seeking, promotion, brand image, and decision of brand switching.