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All Journal Neo-Bis Sains Manajemen:Jurnal Manajemen UNSERA Journal of Economic, Bussines and Accounting (COSTING) Scientific Journal of Reflection : Economic, Accounting, Management and Business SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS Journal of Economics, Business, and Government Challenges International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Nuruni Ika Kusuma Wardhani
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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INFLUENCE OF PRODUCT ATTRIBUTES AND VARIETY SEEKING ON BRAND SWITCHING BEHAVIOR OF XIAOMI SMARTPHONE USERS Faishal Ardiansyah; Nuruni Ika Kusuma Wardhani
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 5 (2023): October
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i5.1174

Abstract

The high number of smartphone users in Indonesia has made the country a potential target market for smartphone companies. This makes consumers in this sector more selective in choosing a smartphone brand. This selective behavior of consumers is a sign that there can be brand switching behavior by consumers due to unfulfilled consumer needs and desires. This study aims to determine the effect of Product Attributes and Variety Seeking on Brand Switching Behavior of Xiaomi smartphone by UPN Veteran East Java students. This study uses a quantitative method using 81 people as a research sample. The number of respondents was determined using a non-probability sampling method with purposive sampling technique. The data collection method was carried out through conventional questionnaire distribution and measured using a Likert scale. The analytical tool used in this research is Partial Least Square (PLS). The results of this study indicate that the variables of product attributes and variety seeking have a significant influence on brand switching of Xiaomi smartphone brands by students of the National Development University "Veteran" East Java.
Co-Authors Dicky Ardina Putra Faishal Ardiansyah Gama Putra Brahmanta Hery Pudjo Prastyono Marsha Safadilla Yuniar Martha Hendrati, Ignatia Muhammad Ricki Yohanes Nur Rochmah Yulianita Putri Sekar Putih Sishadiyati Sri Wisnu Diah I. P Wilma Cordelia Izaak