Brand Switching Behavior on Smartphone Product Purchases
Keywords:
price, product quality, satisfaction, purchase decision, brand switchingAbstract
The diversity of brands in the offer of a type of product has increased the desire of consumers to try the product in various brands. One of these products is a smartphone product. The purpose of this study is to determine the role of price, satisfaction, and product quality in causing brand switching behavior in smartphone products. The sampling technique used is purposive sampling and accidental sampling. The number of samples taken in this study were 100 respondents and the analysis tool was multiple linear regression. The research findings state that the price variable has a positive and significant effect on purchasing decisions. Product quality variable has a positive and significant effect on purchasing decisions. Satisfaction has a role in shaping purchasing decisions. The three independent variables are proven to have a role to encourage brand switching.
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