PENGARUH HARGA, IKLAN DAN PENCARIAN VARIASI TERHADAP PERPINDAHAN MEREK PELANGGAN BLACKBERRY KE SAMSUNG FITUR ANDROID DI KOTA PADANG

Abstract

This study aims to determine the effect of pricing, advertising and search variation of brand switching. The samples used were eighty responden.Teknik sampling using purposive sampling. Methods of data analysis used multiple linear regression ananlisis. To determine the contribution of the independent variables on the dependent variable, the coefficient of determination test with the results of the effect of pricing, advertising and search variations on brand switching is equal to ninety-two point one percent, and the remaining seven point nine percent influenced by other variables. To test the hypothesis, the t test is used, the search hypothesis acceptable variations in this study that there is influence between searches variation of brand switching. While variable pricing and advertising in this study was rejected because of significant value above the zero point zero five. Recommended to the desert city samsung android features that further improve the quality of services and goods, in order to attract consumers to shift kesamsung android features in the desert city
Keywords : Price, Advertising, Variation Seeking And Brand Switching