FACTORS THAT INFLUENCE BRAND SWITCHING BEHAVIOR OF TRI MOBILE CARD USERS AMONG STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, MALIKUSSALEH UNIVERSITY
Main Article Content
M. Syariful Alam
Khairina AR
Ikramuddin
M.Subhan
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.
Adzim, F. 2021. Pengaruh Produk, Harga, Promosi, Saluran Distribusi dan Proses Terhadap Keputusan Brand Switcing pada Kartu Telepon Seluler. Manajemen Bisnis. 4(2): 39–4
Ananda, H. R. 2020. Pengaruh Atribut Produk, Harga dan Promosi Terhadap Perilaku Brand switching ke Telkomsel Sosialita. Jurnal Ilmiah Mahasiswa. 1(2).
Azhary, A. 2022. Pengaruh Atribut Produk dan Variety Seeking Terhadap Perilaku Brand switching (Brand switching) Kartu Telepon Seluler. Skripsi. Universitas Negeri Malang.
Dharmmesta, B. S., & Handoko, T. H. 2012. Manajemen Pemasaran : Analisa Perilaku Konsumen. BPFB.Yogyakarta.
Fatihudin, D., & Firmansyah, A. 2019. Pemasaran Jasa (Strategi, Mengukur Kepuasan dan Loyalitas Pelanggan). Deepublish Publisher. Yogyaka
Firmansyah, A. 2018. Perilaku Konsumen (Sikap dan Pemasaran). Deepublish Publisher. Yogyakarta.
Foster,B.,&Sidharta,I. 2021. Dasar-Dasar Manajemen.Cetakan 2. Diandra Kreatif. Yogyakarta. Gunawan, C. 2021. Mahir Menguasi SPSS (Mudah Mengolah Data Dengan IBM SPSS STATISTIC 25). Deepublish Publisher. Yogyakarta.
Hanantyo, R. 2020. Pengaruh Atribut Produk, Persepsi Harga dan Keinginan Mencari Variasi Terhadap Perilaku Perpindahan Merk Produk Operator Indosat dan Telkomsel. Skripsi. Fakultas Ekonomi Universitas Negeri Jakarta.
Hawkins, D., & Mothersbaugh, D. 2021. Consumer Behavior. 13th Edition. McGraw-Hill. Herlina, V. 2020. Panduan Praktis Mengolah Data Kuesioner Menggunakan SPSS. PT Elex Media Komputindo. Jakarta.
Indrasari, M. 2023. Pemasaran dan Kepuasan Pelanggan. Unitomo Press. Surabaya. Mowen, J. ., & Minor, M. 2022. Perilaku Konsumen. Jilid 1 (Kelima). Erlangga. Jakarta. Musfar, T. F. 2020. Manajemen Pemasaran. Media Sains Indonesia. Bandung. Nuraeni. 2021. Analisis Faktor-Faktor yang Mempengaruhi Perilaku Brand switching pada Kartu Prabayar XL (Studi pada Konsumen Pandumedia Reload Service Singosari Malang). Jurnal Sketsa Bisnis. 1(1): 1–15.
Nurdiansyah, H., & Rahman, R. S. 2020. Pengantar Manajemen. Diandra Kreatif. Yogyakarta. Peter, J. P., & Olson, J. C. 2021. Perilaku Konsumen dan Strategi Pemasaran. Jilid 2. Salemba Empat. Jakarta.
Putranto, A. T. 2021. Pengaruh Atribut Produk, Promosi dan Variety Seeking Terhadap Brand switching Kartu Perdana Indosat. Jurnal Ilmiah Semarak. 1(3): 20–38.
Rizal, M. F., & Purwanto, E. 2022. Pengaruh Penerapan Kebijakan 7P Terhadap Perilaku Brand switching pada Pengguna Kartu GSM Prabayar XL Axiata. e- Jurnal Equilibrium Manajemen. 4(1): 43–52
Schiffman, L. G., & Kanuk. 2021. Consumer Behavior. (11 ed.). Pearson Education. Boston. Shinta, A. 2021. Manajemen Pemasaran. UB Press. Malang. Sumarwan, U. 2024. Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran. Liberty. Yogyakarta
Suprapto, R., & Azizi, Z. W. 2020. Manajemen Pemasaran. Myria Publisher. Ponorogo. Suryati, L. 2021. Manajemen Pemasaran. Deepublish Publisher. Yogyakarta. Tersiana, A. 2020. Metode Penelitian. Anak Hebat Indonesia. Yogyakarta
Abdillah, Willy, and Jogianto Hartono. 2021. Partial Least Square (PLS) Alternatif Structural Equation Modeling (SEM) Dalam Penelitian Bisnis. Andi.
Arundina, Debora Ocvia, Untung Sriwidodo, and Edi Wibowo. 2024. “ANALISIS PENGARUH HARGA, KUALITAS PRODUK, KEBUTUHAN MENCARI VARIASI DAN IKLAN PRODUK PESAING TERHADAP KEPUTUSAN BRAND SWITCHING.” 16(April): 132–42.
Conney Stephanie. 2021. “Pengguna Iphone Vs Android, Mana Yang Lebih Setia?” Kompas.com. https://tekno.kompas.com/read/2021/08/06/15070087/pengguna-iphone-vs-android-mana-yang-lebih-setia-?page=all.
DataReportal.com. 2021. “Digital2021 Global OverviewReport.” simon kemp. https://datareportal.com/reports/digital-2021-global-overview-report.
Dwinanto, Rizki Rachmad, and I Gst. A. Kt. Gd. Suasana. 2020. “KEBUTUHAN MENCARI VARIASI MEMODERASI PENGARUH KEPUASAN PELANGGAN SMARTPHONE SAMSUNG TERHADAP NIAT BERPINDAH MEREK DI DENPASAR.” 7(11): 6129–55.
FEBIASTUTI, SHEILA, and ALISA TRI NAWARINI. 2023. “Factors Influencing Brand switching Behavior: Role Of Variety Seeking Need As Moderator Variable.” Journal of Research in Management 1(2).
Ginantra, Komang Gede. 2022. “Effects of Promotion, Product Quality, Brand Image and Price on Customer Satisfaction and Brand switching Decision (A Case Study on Xl Cellular Card Users in Denpasar City, Bali, Indonesia).” International Journal of Management and Economics Invention 3(12): 1514–23.
Harijati, Eza. 2020. “Vivo Pimpin Penjualan Smartphone, Ungguli Oppo, Samsung, Xiaomi.” Lokadata. https://lokadata.id/artikel/vivo-pimpin-penjualan-smartphone-ungguli-oppo-samsung-xiaomi (September 29, 2021).
Indrawati, Yuyun, and Nindria Untarini. 2024. “Pengaruh Ketidakpuasan Terhadap Keputusan Brand switching Dengan Kebutuhan Mencari Variasi Sebagai Variabel Moderasi.” Jurnal Ilmu Manajemen 5(1): 1–11.
Indriani, A. Rossy, and Yusepaldo Pasharibu. 2020. “PENGARUH MENCARI VARIASI, KETIDAKPUASAN KONSUMEN, HARGA Dan EWOM TERHADAP BRAND SWITCHING.” Краткие Сообщения По Физике Физического Института Им. П.Н. Лебедева Российской Академии Наук 47(3): 17–27.
Irawan, Andry, Nurhayati Indiyastuti, and Suliyanto. 2023. “PENGARUH KUALITAS FITUR, DESAIN, IKLAN, KEPUASAN KONSUMEN DAN KEBUTUHAN MENCARI VARIASI TERHADAP KEINGINAN BERPINDAH MEREK HANDPONE(Survai Pada Pengguna Handphone Di Kota Purwokerto).” Performance 11(1): 83–106. http://jos.unsoed.ac.id/index.php/performance/article/view/770/570.
Irviandra, Ronaldo Diego, and Okki Trinanda. 2020. “The Influence of Consumer Dissatisfaction, Product Quality, and Competitor Advertisement toward Brand switching.” Jurnal Kajian Manajemen dan Wirausaha 2(1): 36.
Ishadi & Indi Djastuti. 2024. “Analisis Pengaruh Ketidakpuasan Konsumen, Iklan Pesaing Dan Perilaku Mencari Variasi Terhadap Perilaku Brand switching Pada Konsumen Shampo Sunsilk.” Diponegoro Journal of Management 1(2): 343–51. http://ejournal-s1.undip.ac.id/index.php/djom.
Januard R. Kapojos. 2025. “Faktor Perilaku Brand switching (Brand switching) : Studi Pada Pegawai Pengguna Telepon Seluler Merek Samsung Di Kantor Bupati Minahasa Tondano.” riset bisnis dan manajemen 5: 481–502.
Karnowati, Nandang Bekti, Herni Justiana Astuti, Pujiharto Pujiharto, and Azmi Fitriati. 2021. “Pengaruh Kualitas Layanan, Pengalaman, Kepuasan Konsumen Dan Perilaku Mencari Variasi Terhadap Brand switching.” Jurnal Manajemen Motivasi 17(1): 18.
Khoirunnisa. 2022. “IDC: Top Vendor Smartphone Indonesia Q2 2019.” Selular.id. https://selular.id/2019/08/idc-top-5-vendor-smartphone-indonesia-q2-2019/ (September 24, 2021).
Kominfo. 2023. Survey Pengguna TIK 2017: Serta Implikasinya Terhadap Aspek Sosial Budaya Masyarakat. Pusat Penelitian dan Pengembangan Aplikasi Informatika dan Informasi dan Komunikasi.
Kotler, Philip. 2024. Manajemen Pemasaran. 13th ed. Erlangga.
Kotler, Philip, and Gary Amstrong. 2025. Prinsip-Prinsip Pemasaran. 8th ed. Erlangga.
Kotler, Philip, and Kevin Keller. 2022. Manajemen Pemasran. Erlangga.
Kotler, Philip, and kevin lane Keller. 2020. Manajemen Pemasaran. eds. Adi Maulana and Wibi Hardani.
Mahayu Putri, Endah, and Miguna Astuti. 2020. “Analisis Brand switching (Studi Kasus Pada Pengguna Smartphone Oppo Di Ciganjur, Jagakarsa).” Jurnal Ilmu Manajemen Terapan 1(4): 333–41.
Meutia, Rahmi. 2023. “Analisis Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Brand switching (Studi Kasus Pada Produk Oriflame Di Kota Langsa).” Jurnal Manajemen dan Keuangan 6(2): 770–77.
Nurhasanah, S. 2021. Praktikum Statistika 2 Untuk Ekonomi Dan Bisnis Aplikasi Dengan Ms Excel Dan SPSS. Salemba Empat.
Olson, Jerry, and Paul Peter. 2024. Consumer Behavior and Marketing Strategy. 9th ed. ed. Muhammad Masykur. Salemba Empat.
Pertiwi, Wahyunda Kusuma. 2023. “Alasan Di Balik Tumbangnya Samsung Oleh Oppo Dan Vivo Di Indonesia.” Kompas.com. https://tekno.kompas.com/read/2019/11/18/08390027/alasan-di-balik-tumbangnya-samsung-oleh-oppo-dan-vivo-di-indonesia (September 24, 2021).
Peter, Paul, and Jerry Olson. 2025. Perilaku Konsumen Dan Strategi Pemasaran. Erlangga.
Philip, Kotler, and Kevin Keller. 2020. Manajemen Pemasaran. 12th ed. PT. Indeks.
Putra, Eko. 2022. “The Effect of Product Quality, Advertising and Customer Satisfaction on Smartphone Brand switching (Case Study of Stie Pasaman Students).” Jurnal Apresiasi Ekonomi 6(3): 287–95.
Remantis Hartati, Febsri Susanti. 2024. “PENGARUH KETIDAKPUASAN KONSUMEN, KARAKTERISTIK KATEGORI PRODUK TERHADAP KEPUTUSAN BRAND SWITCHING DENGAN KEBUTUHAN MENCARI VARIASI SEBAGAI VARIABEL MODERASI PADA CV. MAX-INDO PADANG.” : 1–16.
Sang, Hui, Fei Xue, and Jinling Zhao. 2020. “What Happens When Satisfied Customers Need Variety?–Effects Of Purchase Decision Involvement and Product Category on Chinese Consumers’ Brand-Switching Behavior.” Journal of International Consumer Marketing 30(3): 148–57. https://doi.org/10.1080/08961530.2018.1423662.
Schiffman. 2022. Consumer Behavior. 11th ed. global. Sugiono. 2020. Metode Penlitian Kombinasi. Alfabeta.
Sugiono. 2021. Metode Penelitian Kuantitatif Kualitataif Dan R&D. Alfabeta.
Sulastri, Susi, Novita Sari, Prodi Manajemen, and Stie Lampung Timur. 2020. “PENGARUH KUALITAS DAN DESAIN PRODUK TERHADAP BRAND SWITCHING HANDPHONE.” 6(2).
Tekno.kompas.com. 2023. “5 Vendor Smartphone Terbesar Di Indonesia.” Oik Yusuf. https://tekno.kompas.com/read/2018/04/05/12123227/5-vendor-smartphone-terbesar-di-indonesia (September 23, 2021).
Tjiptono. 2024. Pemasaran Strategik. Yogyakarta.
Uturestantix, Ari Warokka, and Cristina Gallato. 2022. “Do Customer Dissatisfaction and Variety Seeking Really Affect the Product Brand switching? A Lesson from the Biggest Southeast Asia Mobile Telecommunication Market.” Journal of Marketing Research and Case Studies (September 2014): 1–14.
Wibowo, Setyo Ferry. 2023. “PENGARUH ATRIBUT PRODUK DAN VARIETY SEEKING HANDPHONE NOKIA KE SMARTPHONE SAMSUNG ( Survei Pada Outlet Okeshop ITC Roxy Mas , Jakarta Pusat ).” 5(1): 21–41.
Widiastuti, Dinda ayu. 2021. “BBK-Ing: Rahasia Oppo, Vivo, Dan Realme Menyingkirkan Samsung Di Indonesia.” Tek.id. https://www.tek.id/insight/rahasia-oppo-vivo-dan-realme-menyingkirkan-samsung-b1XpX9geO (September 25, 2021).
Yamin, S, and H Kurniawan. 2022. Generasi Baru Mengolah Data Dengan Partial Least Quare Path Modeling. Salemba Infote
