PENGARUH KUALITAS FITUR, DESAIN, GAYA HIDUP DAN KEBUTUHAN MENCARI VARIASI TERHADAP PERPINDAHAN MEREK DARI KAMERA DSLR KE KAMERA ACTION (Studi Kasus Pada Komunitas Fotografer di Kota Padang)

Abstract

The aimed of this research is to find out the influence of features quality, design, life style, and the necessitiesin getting the variations towards transferring the brand of DSLR camera to action camera in photographer community in Padang. The sample was 125 respondents. To analyze the data, the researcher used SPSS program. The data used in this research was questioner. Hypothesis is used to prove the influence of features quality, design, life style, and the necessities in getting the variations towards transferring the brand of DSLR camera to action camera.
The result of this research found that 1) there is significance correlation between features quality and transferring the brand of DSLR camera to action camera. 2) There is significance correlation between design and transferring the brand of DSLR camera to action camera in photographer community in Padang. 3) There is significance correlation between life style and transferring the brand of DSLR camera to action camera in Padang. 4) There is significance correlation between the necessities to get variations and transferring the brand of DSLR camera to action camera in photographer community in Padang.
The researcher suggests the companies to give more attention about features quality like reliability in order to get the standard quality, giving modification, create a new camera and also they should give more attention in getting variations to improve action camera.
Keywods: Features Quality, Design, Life Style, the Neccesities in Finding Variation, Transferring the brands