The Antecendent Variables Of Attitude In Forming Intention To Switch Smartphone (The Survey Study: Samsung Brand In Surakarta)
Penulis Utama
:
Setiawan
NIM / NIP
:
S41120803
×The intention to switch smartphone is an interesting issue to be studied, because it can be used to elaborate the consumers’ intention to switch. This study expected to give insight and stimuli for marketer to maintain their relationship with customers. The survey study based on descriptive research used to describe characteristic of a population or phenomenon being studied. The results obtained from a consumer perception’s questionnaire of intention to switch Samsung smartphone. The questionnaire contains of six variables and thirty one items. Four variables are independent variables namely: product attributes, price fairness, convenience, and perceived value. The dependent variable is intention to switch smartphone, and mediating variable is attitude toward switching. This study investigate the influence of product attibutes, price fairness, convenience, and perceived value on attitude and intention to switch smartphone. All the items were measured with 5-point Likert scale anchored from “strongly disagree” to “strongly agree”. The questionnaire was addressed in Surakarta region with direct respondents which hoped it can guarentee the respon rate of data retrivial.
In this study, convenience sampling technique was used to collect 250 respondents and there are 23 responses categorized as unusable. The remaining 227 respondents (90,8 %) are usable questionnaires were analyzed with SEM by using AMOS 16 computer programm. The findings have revealed that there are two of variables are not supported, they are product attributes and price fairness. Otherwise convenience and perceived value were found positive significant on attitude toward switching. This circumstance are the same with mediating variable attitude toward switching on intention to switch smartphone.
This study also revealed the implication both theoretical and implication aspects which as possible to do in advance studies and expected to provide an useful information for future researchers who are interested associated with intention to switch. Conversely hoped to give a contribution to marketers and practitioners to make a strategy on customers loyalty and increase the firm’s profits.
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Penulis Utama
:
Setiawan
Penulis Tambahan
:
1. 2.
NIM / NIP
:
S41120803
Tahun
:
2014
Judul
:
The Antecendent Variables Of Attitude In Forming Intention To Switch Smartphone (The Survey Study: Samsung Brand In Surakarta)
