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All Journal Jurnal Manajemen Pemasaran Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Management Research and Behavior Journal International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Jurnal Intelek Insan Cendikia Buletin Pengabdian
M Subhan
Universitas Malikussaleh
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FACTORS THAT INFLUENCE BRAND SWITCHING BEHAVIOR OF TRI MOBILE CARD USERS AMONG STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, MALIKUSSALEH UNIVERSITY M. Syariful Alam; Khairina AR; Ikramuddin; M.Subhan
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 1 (2025): DECEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v5i1.1322

Abstract

This study aims to analyze the influence of price, product quality, consumer satisfaction, and variety seeking tendencies on brand switching decisions. A case study was conducted on 100 Tri card users at the Faculty of Economics and Business, Malikussaleh University. Data were collected through an online questionnaire and analyzed using the Partial Least Square (PLS) method. The results showed that price did not have a significant influence on brand switching decisions. This indicates that consumer perceptions of price, whether considered expensive or competitive, were not a major factor in brand switching decisions. Conversely, product quality was proven to have a positive and significant influence on brand switching decisions. Signal quality, network stability, data package durability, and service features were the dominant factors that encouraged consumers to switch to another brand. Consumer satisfaction did not have a significant influence on brand switching decisions, which means that even though consumers were quite satisfied, this did not guarantee they would remain loyal to using Tri cards. In addition, variety seeking also did not have a significant influence on brand switching decisions. Thus, brand switching decisions among Tri card users were more influenced by product quality aspects than by price, satisfaction, or the tendency to try new products.
Co-Authors A Hadi Arifin Adnan Adnan Agustinawati Amsyal Simanjuntak Chalirafi, Chalirafi Cut Ulandari Fira Aziza Simanjuntak Hamdiah Hamdiah Harvina Sawitri Ibnu Sina Ikramuddin, Ikramuddin Isna Apriliza Aisyah Jullimursyida Jumadiah Khairina AR Likdanawati Lilinesia Lilinesia M Sayuti M. Syariful Alam Mangasi Sinurat Mariyudi Mariyudi Matriadi, Faisal Mhd Aldiani Muhammad Pavel Askari Munandar Munandar Naufal Bachri, Naufal Rahmatillah Risna Dewi Rusydi Abubakar Saifuddin Yunus Suryani Sutriani Teuku Zulkarnaen Ulvia Ajnura