ANALISIS BRAND SWITCHING TERHADAP PRODUK HANDPHONE (Studi Pada Mahasiswa Manajemen Fakultas Ekonomi Universitas Islam Indragiri)

Abstract

The purpose of the research to determine what is the factors of students Islamic University Indragiri Faculty of Economics Management Studies Program conduct brand switching behavior towards mobile products and To know which factors are more dominant influence students Indragiri Islamic University Faculty of Economics Management Studies Program conduct brand switching behavior against mobile phone products. The method of data analysis using multiple linear regression with the coefficient of determination, t test, so that from the results of useful research provides an overview for the company in making the best and targeted strategy plan to increase sales of mobile in the future that effectively and efficiently. the results of the discussion of the coefficient of determination shows that the value of adjusted R2 of 0.670 this means 67.0% Brand Switching variable is influenced by four explanatory variables are Product Price, Sales Promotion, The emergence of New Products and Product Quality.