BRAND TRANSFER BY HANDPHONE CONSUMERS IN THE CITY OF JUANG BIREUEN
DOI:
https://doi.org/10.29103/e-mabis.v22i2.691Keywords:
Advertisement, Price Change, Dissatisfaction, Brand SwitchingAbstract
Various studies that have been carried out in the City of Juang Bireuen to see how far mobile phone consumers have switched to other brands, the findings or results of this study show a very significant impact on the switching of mobile phone brands, so that mobile phone manufacturers are charged with the desires that are of interest to consumers. The results carried out in the City of Juang Bireuen with respondents who had changed to another cellphone brand at least 1 time with 100 respondents the sample population showed that all averages were influenced by advertisements, price changes, and dissatisfaction in a cellphone brand, causing brand switching. The results of this study indicate that advertising has a positive and significant effect on the transfer of mobile phone brands. Likewise, price changes have a positive and significant effect on the transfer of mobile phone brands. Both with dissatisfaction have a positive effect on switching brands of mobile phones. Price changes strengthen the relationship between advertising and brand switching with interaction, meaning that price changes are purely an interaction variable. Likewise, price changes strengthen the relationship between dissatisfaction with brand switching and interaction. Based on the results of this study, there are several recommendations for consumers and mobile phone manufacturers, with increasing consumer interest in changing cellphone brands, it is an important task for manufacturers to be able to satisfy consumer desiresReferences
Acharya, A., & Gupta. (2014). Influence of Peer Pressure On Brand Switching Among Indian College Students.
International Journal of Current Research, 6(02), 5164–5171.
Bolatito, O. (2012). New Media and Mass Communication Effects of advertising on consumer preference for
telecommunication firms in Nigeria. Issn, 6(1991), 2224–3267. www.iiste.org
Buchari, A. (2013). Marketing Management and Service Marketing. Alfabeta.
Daryanto. (2013). Marketing Management Course. PT. Prosperous Conscience Tutorial Tool Bandung.
Dianti, I. (2016). Pengaruh Atribut Produk, Harga, Variety Seeking Dan Ketidakpuasan Konsumen Terhadap
Keputusan Perpindahan Merek Smartphone Di Mataram. Sangkareang Mataram, 2(3), 18–23.
Djastuti, I. (2012). Perpindahan Merek Pada Konsumen Shampo Sunsilk. 1(2), 343–351.
Emiri, D. (2011). Analysis of the Effect of Brand Image, Product Availability, Price, and Reach on Brand
Switching. In the Faculty of Economics. Diponegoro University.
Ferdinand. (2011). Management Research Methods. Diponegoro University.
Hult, Pride, and F. (2012). Marketing. Cangage Learning.
Indrawati, Y., & Untarini, N. (2017). Pengaruh ketidakpuasan terhadap keputusan perpindahan merek dengan
kebutuhan mencari variasi sebagai variabel moderasi. Jurnal Ilmu Manajemen, 5(1), 1–11.
J. P. Peter & J. C. Olson. (2014). Consumer behavior & marketing strategy. McGraw-Hill Education.
Jayawijaya, P., Arifin, Z., & Sunarti, S. (2017). PENGARUH KELOMPOK ACUAN (REFERENCE GROUP),
KEBUTUHAN MENCARI VARIASI DAN HARGA TERHADAP PERPINDAHAN MEREK (BRAND
SWITCHING) BLACKBERRY KE ANDROID (Studi pada Mahasiswa Fakultas Ilmu Administrasi Angkatan
dan 2013 Universitas Brawijaya Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 44(1),
–23.
Keller, K. dan. (2012). Marketing Management. Erlangga.
Kotler, P.& Keller, K. L. (2016). Marketing management. Pearson Prentice Hall.
Kotler, Philip & Keller, K. L. (2013). Marketing Management. Erlangga.
Kumar, D.P. & Raju, K. V. (2013). The role of advertising in concumer decision making. Journal of Business
Management, 14(4), 37–45. https://doi.org/10.1080/10641734.1999.10505096
Loprang, J. V. (2015). “Analysis of Factors Considered by ConsumersIn the Switching of Instant Noodle Brands
(Study on Students in Cities Manado)". Journal of Business and Management Research, 3(4), 20.
Mandey, J. B. (2013). Promosi, Distribusi, Harga Pengaruhnya Terhadap Keputusan Pembelian Rokok Surya
Promild. EMBA Journal, 1(4), 95–104. https://doi.org/10.1017/CBO9781107415324.004
Moriarty, S. (2011). ADVERTISING. KENCANA.
Oentoro, D. (2012). Modern Marketing Management (Marketing). LaksBangPRESS.
Olson, P. peter dan J. C. (2010). Consumer Behavior & Marketing Strategy. McGraw Hill.
Pakkanna, W. dan M. (2013). Introduction to Business: Response to Global Dynamics. Media Discourse Partners.
Peter, J. P. dan J. C. O. (2014). Consumer Behavior & Marketing Strategy. Salemba Empat.
Pranita, A. J., & Irawanto, D. W. (2013). Effect of Product Performance, Level of Satisfaction, and Level of
Engagement on Brand Switching Behavior. Management Application Journal, 11, 677–687.
Saputro, E. (2013). Analysis of the Effect of Advertising, Price Changes, and Dissatisfaction with Switching Bath
Soap Brands. 2.
Sarwat Afzal, Aamir Khan Chandio, Sania Shaikh, Muskan Bhand, Bais Ali Ghumro, A. K. K. (2013). International
Journal of Asian Social Science FACTORS BEHIND BRAND SWITCHING IN CELLULAR NETWORKS
Sarwat Afzal Aamir Khan Chandio Sania Shaikh Muskan Bhand Bais Ali Ghumro Anum Kanwal khuhro. 3(2),
–307.
Shimp, T. A. (2014). Integrated Marketing Communications in Advertising and Promotion. Salemba Empat.
Soestyo, Y. (2014). Yusuf Zainudin dan Yoyok Soestyo; Pengaruh Kualitas Produk …. 2.
Suharseno, T., Hidayat, R., & Liana Dewi, D. (2013). Pengaruh Ketidakpuasan Konsumen Dan Karakteristik
Kategori Produk Terhadap Keputusan Perpindahan Merek Dengan Kebutuhan Mencari Variasi Sebagai
Variabel Moderasi. Buletin Studi Ekonomi, 18(2), 176–182.
Susilo, A., Fauzi, A., & Fanani, D. (2016). PENGARUH IKLAN TELEVISI TERHADAP PERPINDAHAN
MEREK (Survei Pada Mahasiswa Angkatan 2012/2013 Jurusan Administrasi Bisnis, Fakultas Ilmu
Administrasi Universitas Brawijaya Yang Berpindah Merek Dari Luar Mererk Im3 Play 24 Jam Ke Merek
Im3 Play 24 Jam Sesud. Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 35(2), 1–10.
Swani, K., & Yoo, B. (2010). Interactions between price and price deal. Journal of Product and Brand Management,
(2), 143–152. https://doi.org/10.1108/10610421011033494
Wibawanto, R. A., & Soesanto, H. (2012). Pengaruh Rendahnya Tingkat Kepuasan Konsumen, Perpindahan Merek
Ponsel Sony Ericsson Ke Ponsel ( Studi Pada Siswa Siswi SMA Ibu Kartini Kota Semarang ). 1(2001), 5–11
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
