PENGARUH HARGA, LOYALITAS MEREK, KEPERCAYAAN DAN PROMOSI TERHADAP KEPUTUSAN PERPINDAHAN MEREK PADA KONSUMEN KARTU SELULER TELKOMSEL

Abstract

The development of cellular operators in Indonesia over the last three years
(2013-2015) has developed very well. Cellular operator in Indonesia is currently
dominated by three operators, namely Telkomsel, XL Axiata and Indosat. Given the
increasingly intense competition in the pace of today's business world as well as the
market conditions are more uncertain and may change at any time, on the other hand
consumers remain free to make his choice will be a brand. Telkomsel as the market
leader telecommunications company, it is necessary to improve the competitive strategy,
so it is expected to reduce the occurrence of displacement behavior of customers at
Telkomsel users that are likely to occur. The purpose of this study was to analyze the
significance of the effect of price, brand loyalty, trust and promotion of brand switching
decisions on consumer mobile cards Telkomsel Faculty of Economics, University of
Slamet Riyadi Surakarta. The population in this study Faculty of Economics 2013-2016
Unisri Surakarta force ever used a mobile card products Telkomsel, with an unknown
number. The number of samples in this study were 100 students, with the sampling
technique used purposive sampling. Data collection methods used: questionnaire,
observation and documentation. Data analysis technique used to test the validity,
reliability test, classic assumption test and multiple linear regression analysis. In
conclusion: 1) The influence of price on brand switching decision obtained positive
results and significant. 2) The effect of brand loyalty to the brand switching decision and
sigifikan obtained negative results. 3) Effect of trust in the brand switching decision
results obtained negative and significant. 4) The effect of promotions on brand switching
decision results obtained negative and significant.
Keywords: price, brand loyalty, trust, promotions, brand switching decision.