DOMINANT FACTORS OF 4P’S TO STIMULATE CUSTOMER SWITCHING INTENTION ON CHINESE LAPTOP: STUDY IN PRESIDENT UNIVERSITY

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.