<![CDATA[This study aimed to analyze the effect of Prior experience and Product Knowledge on Switching Behavior in the purchase of a mobile phone with mediation Satisfaction. Brand switching behavior arising from the presence of variety seeking behavior need attention from marketers. This behavior not only in products with a low level of involvement, but also occur in products with a high level of involvement (high involvement).Samples taken are consumers handpone owner PIP Semarang in residential areas that have never switched brands of mobile phones within the last 3 years, amounting to 100 people repsonden.Based on the analysis results obtained using the t test ,t test variable value conclusion Prior experience at .927 with .357 sig sig t test (>) 0.05 so it can be concluded that the variable Prior experience positive but not significant effect on Satisfaction. T test value of 20 967 Variable Product knowledge with .000 sig sig t test (<) .005 so it can be concluded that the variable Product knowledge and significant positive effect on satisfaction. The value of the variable t test of 0.007 Prior experience with .994 sig sig t test (>) 0.05 so it can be concluded that the variable Prior experience positive and significant effect on switching behavior. Value Product knowledge variable t test for 3910 with .000 sig sig t test (<) 0.05 so it can be concluded that the Product knowledge and significant positive effect on switching behavior. Satisfaction variable t test values for 3779 with .000 sig sig (<) 0.05 so it can be concluded that the variable Satisfaction has positive and significant impact on switching behavior. Keywords: Prior Experience, Product Knowledge, Satisfaction and Switching Behaviour]]>
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