VARIABEL-VARIABEL YANG MEMPENGARUHI PINDAH MEREK SIMCARD BERBASIS GSM (Kasus Pengguna Kartu Telepon GSM Di Kalangan Mahasiswa di Kota Jambi

Abstract

Brand switching is the important indicator to determine consumer loyalty. In order toexamine the brand switching behavior there are four factors examined: price,promotion, product attributes, and distribution. Based on the regression statisticaltest, it is concluded that simultaneously price (X1), promotion (X2), product attributes(X3) and distribution (X4) affect significantly unto GSM card’s brand switching. But,partially brand switching doesn’t affected by price, product’s attribute, anddistribution except by promotion. Hence it is recommended to implement relationshipmarketing program through promotion activities to keep customer from brandswitching behavior.

Key words: Brand Switching, simcard, price, promotion, product attributes anddistribution.PENDAH