Analisis Pengaruh Ketidak Puasan Konsumen Dan Pencairan Variasi Sebagai Interuening Terhadap Perpindahan Merek Smartphone Blackberry Di Wilayah Jakarta
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Institusion
STIE Indonesia Banking School
Author
Novebriantyo, Alfa
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-18 00:43:57
Abstract :
Telecommunications industry competition is getting tougher, especially smartphones. It also occurs in the smartphone industry in Indonesia. Based on the data, the growth of smartphones in Indonesia is projected to continue to rise until 2014. But this is contrary to the growth of BlackBerry in Indonesia based on the data will continue to decline until 2014. This is a signal that there is an indication consumers make brand switching to another brand of smartphone. This research uses quantitative method. Data were collected by questionnaire. The respondents in this research are 100 people of former Blackberry smartphone users in Jakarta region. Three hypotheses are formulated and tested using Path Analysis. The result of this research indicates that independent variable, consumer dissatisfaction that significant influence brand switching on Blackberry smartphone in Jakarta region, either directly or through variety seeking. Keywords: Consumer Dissatisfaction, Variety Seeking, Brand Switching
Telecommunications industry competition is getting tougher, especially smartphones. It also occurs in the smartphone industry in Indonesia. Based on the data, the growth of smartphones in Indonesia is projected to continue to rise until 2014. But this is contrary to the growth of BlackBerry in Indonesia based on the data will continue to decline until 2014. This is a signal that there is an indication consumers make brand switching to another brand of smartphone. This research uses quantitative method. Data were collected by questionnaire. The respondents in this research are 100 people of former Blackberry smartphone users in Jakarta region. Three hypotheses are formulated and tested using Path Analysis. The result of this research indicates that independent variable, consumer dissatisfaction that significant influence brand switching on Blackberry smartphone in Jakarta region, either directly or through variety seeking. Keywords: Consumer Dissatisfaction, Variety Seeking, Brand Switching
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