Record Details

BRAND SWITCHING BEHAVIOUR IN THE GENERATION Y: EMPIRICAL STUDIES ON SMARTPHONE USERS

Journal of Management and Entrepreneurship

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Field Value
 
Title BRAND SWITCHING BEHAVIOUR IN THE GENERATION Y: EMPIRICAL STUDIES ON SMARTPHONE USERS
 
Creator Fintikasari, Indah
Ardyan, Elia
 
Subject —
Lifestyle, seeking variety, customer trust, brand switching, generation Y.
 
Description 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.
 
Publisher Institute of Research and Community Outreach - Petra Christian University
 
Contributor —
 
Date 2018-04-03
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/20615
10.9744/jmk.20.1.23-30
 
Source Jurnal Manajemen dan Kewirausahaan (Journal of Management and Entrepreneurship); Vol 20, No 1 (2018): MARCH 2018; 23-30
1411-1438
 
Language eng
 
Relation http://jurnalmanajemen.petra.ac.id/index.php/man/article/view/20615/19397
 
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Rights Copyright (c) 2018 Jurnal Manajemen dan Kewirausahaan