PENGARUH KETIDAKPUASAN KONSUMEN DAN KEBUTUHAN MENCARI VARIASI TERHADAP PERPINDAHAN MEREK MOBILE BROADBAND SMARTFREN

Abstract

Abstrack: This study aims to analyze and discuss the influence of consumer dissatisfaction and variety seeking to brand switching mobile broadband. The type of this research is quantitative. Techniques of sampling using judgemental sampling with 210 respondents.Data analysis techniques using PAWS Statistics 18 software. Result of the research shows that consumer dissatisfaction have positive influence on brand switching and variety seeking have positive influence on brand switching. Keywords: consumer dissatisfaction, variety seeking, dan brand switching