Abstract:
This study tries to find and analyze the factors that Dominant Factors Of 4 P's To
Stimulate Switching Intention On Chinese Laptop. The researcher found most of
Chinese students study at President University tend to switch from Chinese laptop
to non-Chinese laptop. This survey is important to investigate the factors
influencing consumer switching Intention. This study was conducted at President
University, North Cikarang, Indonesia. There were 30-statements questionnaire
was distributed to the total of 109 respondents. It used the 4 P'S theory (Product,
Price, Place and Promotion). The statistical analysis using the Statistical Package
for Social Science (SPSS) Version 20.0 and employing the factor analysis method
that resulted in three dominant factors of switching intention at President
University and named them Intellectual Motivation, Induced Purchasing Power
and Subjective Value Theory.
