Analisis Faktor-Faktor yang Mempengaruhi Keputusan Perpindahan Merek pada Konsumen Kartu Perdana Internet (Studi Kasus Mahasiswa Administrasi Bisnis FISIP USU)

Abstract

The number of internet SIM Card selection and ease of getting the latest information about the promo increase knowledge owned consumer products that have an impact on consumer purchasing decisions more realistic to look for products that fit their needs . Brand switching occurs at the Faculty of Social Science and Political Science Department of Business Administration , especially the University of North Sumatra, where they are in their daily demanded to know the information developed . Easy to obtain SIM cards Internet and how many students make the choice easier for berpindahn brand in select telecommunication operators that they use in the use of smartphones. The independent variables are variables that affect the variables in this study are price (X1), Quality Products (X2) and Promotion (X3) . The dependent variable is the variable that is influenced by independent variables, Switching Brands (Y) . The hypothesis of this study is allegedly Price (X1) , Quality Products (X2) and Promotion (X3) influence brand switching (Y) on the consumer internet SIM cards (a case study of business administration students FISIP USU). In this research method used is quantitative associative type of research that aims to determine the relationship / influence of two or more variables. The number of respondents in this study is as much as 83 respondents. Based on the results of data processing using linear regression method with SPSS software, known that only partial test Promotion variable (X3) significantly influence decisions on consumer brand switching SIM cards in the amount of 11.615. While Price (X1) and Product Quality (X2) no partial effect to the decision of the consumer brand switching SIM cards amounted to 0.957 and 0.299. Simultaneous test (F test) is a significant positive effect between Price (X1), Quality Products (X2) and Promotion (X3) against the decision of the consumer brand switching SIM cards amounted to 45.925. The relationship between variables Price (X1) , Quality Products (X2) and Promotion (X3) of 62.2 % means a close relationship and the remaining balance of 37.8 % can be explained by variables not examined in this study.