ANALISIS FAKTOR KETIDAKPUASAN, FITUR PRODUK, HARGA, DAN WORD OF MOUTH TERHADAP BRAND SWITCHING PADA PRODUK SMARTPHONE OPPO

Abstract

The phenomenon of displacement behavior of the brand (brand switching) to
evaluation is important for every company, to avoid losing customers and going forward
to reach new consumers. The purpose of this research is to know the influence factor of
dissatisfaction, product features, pricing, and word of mouth against brand switching on
Oppo smartphone products. The respondents in this study are students who are usually
more in the use of smartphones with a sample of 100 respondents, sampling technique
that is purposive sampling. Quantitative methods with questionnaires used to collect
data. Using multiple linear regression analysis tool. The analysis of the F-test describes
a factor dissatisfaction, product features, price, and word of mouth effect simultaneously
against brand switching on Oppo smartphone products. Through the t-test, that
dissatisfaction has no effect and does not significantly to brand switching on Oppo
smartphone products. Product features influential and significantly to brand switching
on Oppo smartphone products. Price influential and significantly to brand switching on
Oppo smartphone products. Word of mouth has no effect and does not significantly to
brand switching on Oppo smartphone products. Of all the variables, contributed 51%
obtained from the determination of the test results (adjusted R2), the remaining 49% are
not described in this study.
Keywords: dissatisfaction, product features, price, word of mouth, brand switching