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PENGARUH LIFESTYLE, EFEK KOMUNITAS DAN FITUR PRODUK TERHADAP KEPUTUSAN BRAND SWITCHING SMARTPHONE BLACKBERRY KE MEREK LAIN

*Deasy Purnama Sari  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Wahyu Hidayat  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Widiartanto Widiartanto  -  Jurusan Ilmu Administrasi Bisnis, Indonesia

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Abstract
This research was motivated by the presence of advancement in telecommunication
technology that revives producers to make it as business opportunities where the competition is
getting stricter. Specifically, this study discusses about the downward trend in sales of Blackberry
Smartphone in over two year period. The increase of people’s lifestyle, the influence of social groups,
also other smartphones that offer more sophisticated features often lead many consumers to choose
other brand than Blackberry. The sample in this research is 100 respondents using sampling
techniques of non-probability sampling. Linear regression analysis and significance test is used to
test the hypothesis using SPSS 16.0. The study results indicate that all of the independent variables,
lifestyle (X1), community effects (X2), and the product features (X3) partially each have a positive
and significant effect on the dependent variable of brand switching decisions (Y).
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Keywords: Lifestyle, community effects, product features, brand switching, Blackberry

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