Paket Lengkap Imbas Produk, Harga, Promosi, Akses Distribusi, Dan Proses Terhadap Keputusan Merk Switching Pada Kartu Telepon Seluler
Abstract: The research purposes are to analyses the effect of product, price, promotion, place, and process on merk switching decisions, and to determine dominant effect of those on merk switching decisions. Logistic regression of analysis was used as statistical analyses. The result showed that product, price, promotion, place, and process have a positive effect on merk switching decisions. Variable process has a dominant effect on merk switching decisions. The suggestions from this resesarch that the company should have many efforts to provide guarantee to satisfied customers by offering qualified product, giving gift or bonuses and decreasing the mobile card price.
Keyword: Product, Price, Promotion, Place, Process, Brand Switching, Mobile Card
Penulis: Jurnal Manajemen
Kode Jurnal: jpmanajemendd141344
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