Warseno Warseno, Po Abas Sunarya, Ageng Setiani Rafika

Faktor yang Mempengaruhi Masyarakat Berpindah Provider Brand Kartu Seluler

Introduction

Faktor yang mempengaruhi masyarakat berpindah provider brand kartu seluler. Teliti faktor pendorong perpindahan merek kartu seluler IM3 Ooredoo di Yogyakarta. Analisis pengaruh atribut produk, perilaku mencari variasi, dan promosi terhadap keputusan beralih provider.

Abstract

This research aims to analyze the influence of Product Attributes, Variety Seeking Behavior and Promotion simultaneously (together) on Brand Switching Behavior. This study also aims to analyze the influence of Product Attributes, Variety Seeking Behavior and Promotion partially (individually) on Brand Switching Behavior. The object of this research is IM3 Ooredoo Cellular Card and the subject of this research is Yogyakarta’s people who have used another brand of cellular card and switched brands to IM3 Ooredoo Cellular Card. The number of samples in this study were 140 respondents who had been determined by purposive sampling. The tool used is Multiple Linear Regression Analysis (SPSS). Based on multiple linear regression analysis, the results obtained that Product Attributes, Variety Seeking Behavior and Promotion together (simultaneously) have a positive and significant influence on brand switching behavior. Product Attributes, Variety Seeking Behavior and Promotions also have a positive and significant influence on Brand Switching Behavior.

Review

This study investigates the critical factors influencing brand switching behavior among cellular card users, specifically focusing on those who have transitioned to IM3 Ooredoo in Yogyakarta. The research effectively identifies Product Attributes, Variety Seeking Behavior, and Promotion as key independent variables, examining their simultaneous and individual impacts on Brand Switching Behavior. The abstract clearly articulates the research objectives and employs a quantitative approach, utilizing a sample of 140 respondents determined by purposive sampling. The core finding, derived from Multiple Linear Regression Analysis, indicates that all three independent variables collectively and individually exert a positive and significant influence on brand switching. From a methodological standpoint, the study offers a clear and straightforward approach to a highly relevant topic within consumer behavior and marketing. The use of Multiple Linear Regression is appropriate for analyzing the stated relationships, and the focus on a specific brand (IM3 Ooredoo) and geographic location (Yogyakarta) provides a well-defined context. The findings are consistently reported for both simultaneous and partial effects, reinforcing the robustness of the identified relationships. However, while the abstract indicates the significance, a glimpse into the strength of these influences (e.g., magnitude of coefficients or overall explained variance) would provide a more complete picture, even at the abstract level. The implications of this research are significant for telecommunication companies, particularly for IM3 Ooredoo and its competitors. Understanding that product attributes, the inherent desire for variety, and promotional efforts are key drivers of switching behavior can directly inform marketing strategies, product development, and customer retention programs. For future research, it would be beneficial to delve deeper into the specific elements of "Product Attributes" that are most influential, explore potential mediating or moderating variables, and perhaps incorporate qualitative insights to gain a richer understanding of the underlying motivations behind variety-seeking or responsiveness to promotions. Comparative studies across different brands or regions could also further generalize these findings.

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