THE IMPACT OF BRAND SWITCHING, BRAND CREDIBILITY, USER SATISFACTION AND SERVICE QUALITY TOWARD BRAND LOYALTY (A CASE STUDY OF FACEBOOK USERS AMONG STUDENTS OF PRESIDENT UNIVERSITY)

Abstract

The existences of Facebook now start to attacked by another social network. The numbers of Facebook users in Indonesia decreased in the last three years. In the competitive environment customer or user might be not loyal to a brand because of some factors, suspected that it is because of brand switching, brand credibility, user satisfaction and service quality that have an impact to the brand loyalty of Facebook. So that, in this research, researcher would like to find out the impact of Brand Switching, Brand Credibility, User Satisfaction and Service Quality toward Brand Loyalty of Facebook user among students of President University. In this study, data were collected through questionnaires to 200 Facebook users among students of President University. The type of data that used in this study is quantitative data and the source that has been used was primary and secondary data. Partially the data was analyzed through windows IBM SPSS 20.0 using binomial logistics regression. From the result, it is shown that each independent variable has a significant impact toward dependent variable. At the end, researcher purposes Facebook to have better understanding to overcome this problem.