PERPINDAHAN MEREK : ATRIBUT PRODUK, HARGA DAN KETERLIBATAN KONSUMEN

Abstract

The rapid progress in communication technology has made customer often switching their mobile
phone brand. The swicthing of the mobile phone brand is carried out with an argument of searching
for mobile phones that have sophisticated features and applications in accordance with the
development of the trend. The purpose of this research is to find
out the influence of product attribute,
price, and the customer involvement on the brand switching from Blackberry to Samsung. The
population is all students who use the Blacberry mobile phone and switch to the Samsung mobile
phone at School of Economic Indonesia (STIESIA) Surabaya. The sample collection technique has been
done by using accidental sampling. The samples are 100 respondents. The data analysis technique has
been done by using mutiple linear regressions method. The result of the test shows that product
attribute, price,
and customer involvement variables have positive and significant influence to the
brand switching. Based on the partial coefficient determination value,
product attribute variable has
dominant influence to the brand switching.

Keywords: Product Attribute, Price, Customer Involvement, and Brand Switching.