PENGARUH KETIDAKPUASAN DAN KEBUTUHAN MENCARI VARIASI TERHADAP PERPINDAHAN MEREK SMARTPHONE SAMSUNG KE MEREK SMARTPHONE LAIN DI WILAYAH SURABAYA
Abstract: This study aims to
examine the influence of consumer dissatisfaction and variety seeking on brand
switching Samsung Smartphone. Used as a sample 220 respondents drawn from Plaza
Marina Surabaya and World Trade Center Surabaya. The sampling technique is non
probability sampling using judgmental sampling method. Data analysis techniques
using multiple linear regressions. The results showed that there is a positive
and significant influence among consumer dissatisfaction and the need for
finding variations against the transfer of Samsung smartphone brand to other
smartphone brands. And the greatest influence among the variabels of
dissatisfaction and the need to find the variation that attracts the greatest
contribution is the influence of the need to look for hight consumer variation.
Keywords: consumer
dissatisfaction, variety seeking, brand switching behavior
Penulis: AHMAD BASHORI
Kode Jurnal: jpmanajemendd180476
