Download Bukti Potong
| Nama |
|---|
| NIP |
|---|
| NPWP |
|---|
| Alamat |
|---|
| Tahun |
|---|
This research purposes to examine and analyse the effect of consumer
dissatisfaction, and variety seeking behavior on brand switching behavior of user
who use SIM card GSM prepaid. Data about those variable was collected by
conduct interviews with questionnaire. Applying porpusive sampling method, this
study has collected to 100 college's student from Lambung Mangkurat University.
The hyphoteses are tested using Structural Equation Modelling (SEM) technique by
Lisrel 8.54. The result shows that consumer dissatisfaction have impact on variety
seeking behavior, consumer dissatisfaction have impact on brand switching
behavior, but variety seeking behavior haven't impact on brand switching behavior.
Kata Kunci : brand switching behavior
