ANALYSIS FACTORS THAT INFLUENCE BRAND SWITCHING ON THE ACER NOTEBOOK USERS

Abstract

This research aims to determine the effect of Price, Quality, and Product attributes toward Brand switching Decision. The research was conducted on Acer notebook Computer’s consumers who have switched to other brands and the sample size of 100 respondents specified using the purposive sampling method. The analytical method used is quantitative analysis. Where, Brand switching decision (Y), Price (X1), Quality (X2), and Product attributes (X3). To test the hypothesis using t-test showed that Price, Quality, and Product attributes has a positive and significant influence on Brand Switching. From the F-test can be known if all independent variables are feasible to test the dependent variable (brand switching). Adjusted R square of 0.898 showed that 89.8% brand switching can be explained by the four independent variables in the regression equation. While the rest of 10.2% is explain by other variables outside of the three variables that used in this study.