Manajemen Bisnis
Vol 4, No 2 (2014): October

PENGARUH PRODUK, HARGA, PROMOSI, SALURAN DISTRIBUSI, DAN PROSES TERHADAP KEPUTUSAN BRAND SWITCHING PADA KARTU TELEPON SELULER

Adzim, Faudzul (Unknown)

Article Info

Publish Date
26 Jan 2018

Abstract

The research purposes are to analyses the effect of product, price, promotion, place, and process on brand switching decisions, and to determine dominant effect of those on brand 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 brand switching decisions. Variable process has a dominant effect on brand 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.

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Journal Info
Manajemen Bisnis
Website

Abbrev

jmb

Publisher

Universitas Muhammadiyah Malang

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Manajemen Bisnis (MB) is published by the Department of Management, Faculty of Economics and Business, Muhammadiyah Malang University in 2011. In December 2018, JMB has got online ISSN for articles that publish started from Volume 9 No. 1, April 2019. Star from Volume 9 No. 2 JMB has been accredited ...