Repercussion of the Price and the Trust on Brand Switching Through Customer Satisfaction on Indonesian Gadget User

Abstract

Numerous of brands selection on smartphones makes customers have a tendency to choose products with different brands when making a repeat purchase. Purpose of this study was to analyze the repercussion of the price and the trust on Brand Switching through customer satisfaction. Research type is causal research. Population and sample in this study were 80 Indonesian gadget users. Analysis technique of the research is Partial Least Square (PLS). Findings of the study confirm that price and trust partially do not significantly influence customer satisfaction but partially significant effect on brand switching. The findings also sustain that customer satisfaction has a significant effect on brand switching.