PERPINDAHAN MEREK : ATRIBUT PRODUK, HARGA DAN KETERLIBATAN

The rapid progress in communication technology has made customer often switching their mobile phone brand. The swicthing of the mobile phone brand is carried out with an argument of searching for mobile phones that have sophisticated features and applications in accordance with the development of the trend. The purpose of this research is to find out the influence of product attribute, price, and the customer involvement on the brand switching from Blackberry to Samsung. The population is all students who use the Blacberry mobile phone and switch to the Samsung mobile phone at School of Economic Indonesia (STIESIA) Surabaya. The sample collection technique has been done by using accidental sampling. The samples are 100 respondents. The data analysis technique has been done by using mutiple linear regressions method. The result of the test shows that product attribute, price, and customer involvement variables have positive and significant influence to the brand switching. Based on the partial coefficient determination value, product attribute variable has dominant influence to the brand switching. Keywords: Product Attribute, Price, Customer Involvement, and Brand Switching.