THE EFFECT OF PRODUCT QUALITY, ADVERTISING AND CUSTOMER SATISFACTION ON SMARTPHONE BRAND SWITCHING (CASE STUDY OF STIE PASAMAN STUDENTS)

Abstract

The emergence of various types of similar products with different brands has the potential to encourage consumers to try something new. The emergence of costumers' curiosity about a new product and it is expected that the product is better than the previous product encourages costumers to do brand switching. The purpose of this study are: 1) to determine the effect of partially between product quality, advertising and customer satisfaction on the smartphone brand switching. 2) To dtermine the simultaneous effect of product quality, advertising and customer satisfaction on the smartphone brand switching. The results of this study are 1) Product quality and advertising variables have a positive and significant effect partially on brand switching of STIE Pasaman students. 2) Partially, customer satisfaction has a positive and insignificant effect on brand switching of STIE Pasaman students. 3) Simultaneously product quality, advertising and customer satisfaction have a positive and significant effect on brand switching of Smartphone product of STIE Pasaman students. 4) The contribution of the effect of product quality, advertising and customer satisfaction has a positive and significant effect on brand switching amounted to 51.2% and 48.8% is affected by other variables which are not examined by researchers.