<![CDATA[Penelitian ini bertujuan untuk mengetahui (1) pengaruh prior experience, product knowledge dan satisfaction secara parsial terhadap keputusan konsumen melakukan brand switching, dan (2) pengaruh prior experience, product knowledge dan satisfaction secara simultan terhadap keputusan konsumen melakukan brand switching dalam pembelian handphone pada mahasiswa Fakultas Ekonomi dan Bisnis (FEB) Universitas Pendidikan Ganesha (UNDIKSHA) tahun 2014. Jenis penelitian ini adalah korelasional. Populasi dalam penelitian ini adalah seluruh mahasiswa FEB UNDIKSHA semester genap tahun 2014. Metode pengambilan sampel secara Propotional Stratified Random Sampling dengan jumlah sampel sebanyak 114 orang. Data dikumpulkan dengan kuisioner dan dianalisis dengan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa (1) prior experience, product knowledge dan satisfaction berpengaruh signifikan secara parsial terhadap keputusan konsumen melakukan brand switching, dan (2) prior experience, product knowledge dan satisfaction berpengaruh signifikan secara simultan terhadap keputusan konsumen melakukan brand switching. Besarnya pengaruh secara simultan dari variabel prior experience, product knowledge dan satisfaction terhadap keputusan konsumen melakukan brand switching adalah sebesar 73,5%, sedangkan sisanya sebesar 26,5% dipengaruhi oleh faktor lain yang tidak termasuk dalam penelitian ini. Kata Kunci : prior experience, product knowledge, satisfaction, keputusan konsumen dan brand switching This research aimed to know (1) the influence of prior experience partially on consumers decisions make brand switching, (2) the influence of product knowledge partially on consumers decisions make brand switching, (3) the influence of satisfaction partially on consumers decisions make brand switching, and (4) the influence of prior experience, product knowledge and satisfaction simultaneously on consumers decisions make brand switching on handphone purchasing at student of Faculty of Economics and Business, Ganesha University of Education in 2014. Type of this research is correlational. The population in this study were all students at 2^th semester of the Faculty of Economics and Business, Ganesha University of Education 2014. The sampling method is proportional stratified random sampling with number of samples 114 peoples. Data submitted by questioner method and analyzed by multiple regression linier. This research shows that (1) prior experience, product knowledge and satisfaction has partially influence on consumers decisions make brand switching, and (2) prior experience, product knowledge and satisfaction has simultaneously influence on consumers decisions make brand switching as amount 73,5% and the remaining 26.5% is influenced by other factors not included in this study. keyword : prior experience, product knowledge, satisfaction, consumers decisions and brand switching]]>
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