文章基本信息

标题：BRAND SWITCHING BEHAVIOUR IN THE GENERATION Y: EMPIRICAL STUDIES ON SMARTPHONE USERS
本地全文：下载
作者：Indah Fintikasari ; Elia Ardyan
期刊名称：Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship)
印刷版ISSN：1411-1438
出版年度：2018
卷号：20
期号：1
页码：23-30
出版社：Institute of Research and Community Outreach - Petra Christian University
摘要：Lifestyle, variety seeking, customer trust and promotion are some factors that can be a trigger. The sample of respondents used in this study is 385 respondents’ smartphone users who have experience of brand switching, while the analysis of this study using structural equation modelling (SEM) and to process this research data used AMOS version 20. The result indicated that lifestyle and variety seeking is able to increase brand switching, especially on smartphone product users. Consumer trust in a particular brand still unable to reduce their desire to switch brand significantly, another result also indicated that promotion unable to increase the desire to switch brands.
其他摘要：Lifestyle, variety seeking, customer trust and promotion are some factors that can be a trigger. The sample of respondents used in this study is 385 respondents’ smartphone users who have experience of brand switching, while the analysis of this study using structural equation modelling (SEM) and to process this research data used AMOS version 20. The result indicated that lifestyle and variety seeking is able to increase brand switching, especially on smartphone product users. Consumer trust in a particular brand still unable to reduce their desire to switch brand significantly, another result also indicated that promotion unable to increase the desire to switch brands.
其他关键词：Lifestyle; seeking variety; customer trust; brand switching; generation Y.