<![CDATA[This research took a title of influence Reference Group, Variety Seeking and Price of the Brand Switching. The purpose of this study was to know the effect of variable Reference Group, for Variety Seeking and Price of the Brand Switching both partially and simultaneously as well as to know the the dominant influence of independent variables. This type of research is quantitative research. This research took place at the Faculty of Administrative Sciences UB Malang. The sampling technique was purposive sampling technique. Data collection through a questionnaire using Likert scale. Data from the research is processed by the method of multiple regression analysis with t test, F test and coefficient of determination. The results show the value of coefficient of determination of 0.500. This means that 50% of Brand Switching variable will be influenced by its independent variable, while the remaining 50% variable Brand Switching will be influenced by other variables that are not discussed in this research. Keyword : Reference Group, Variety Seeking, Price and Brand Switching ABSTRAK Tujuan penelitian untuk mengetahui pengaruh variabel Kelompok Acuan, Kebutuhan Mencari Variasi dan Harga terhadap Perpindahan Merek baik secara parsial maupun serentak serta untuk mengetahui variabel bebas yang berpengaruh dominan. Jenis penelitian yang digunakan adalah kuantitatif. Populasinya Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Malang. Teknik pengambilan sampel adalah purposive sampling. Teknik pengumpulan data melalui kuisioner yang telah diuji validitas dan reliabilitasnya. Alat analisis menggunakan metode Analisis Regresi Berganda dengan Uji t, Uji F dan koefisien determinasi. Hasil penelititan menunjukan nilai koefisien determinasi sebesar 0,500, besarnya kontribusi variabel Kelompok Acuan, Kebutuhan Mencari Variasi dan Harga terhadap Perpindahan Merek sebesar 50 % sedangkan sisanya 50 % variabel Perpindahan Merek (Brand Switching) akan dipengaruhi oleh variabel-variabel lain yang tidak dibahas dalam penelitian ini. Kata kunci : Kelompok Acuan, Kebutuhan Mencari Variasi, Harga dan Perpindahan Merek]]>
