Title: SWITCHING BEHAVIOR OF HANDPHONE BUYERS IN SURABAYA: A CONSIDERATION-SETS MODEL

Author: VERONKA RACHMAWATI

Item Type : Thesis (Thesis)

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

 

Abstract

The variety of products, both goods and services offered in various brands by companies recently, has increased consumers' desire to try these products in various brands. One of these products is a cell phone product. The variety of cellphone brands nowadays has also made consumers more or less have the desire to switch to other brands. This research is a replication of research conducted by Sambandan & Lord (1995) entitled Switching Behavior in Automobile Markets: A Consideration-Sets Model. Therefore, this research also uses the same model as Sambandam & Lord's research, namely the Consideration-Sets Model. In detail, this research has four main questions. First, what is the influence of Prior Experience, Product Knowledge and Media Search on consumer Consideration Sets in purchasing mobile phone products. Second, what is the influence of consumer satisfaction on consumer brand switching behavior in purchasing mobile phone products, third, what is the influence of the set of considerations on consumer brand switching behavior in purchasing mobile phone products, and fourth, what is the influence of retailer search on consumer brand switching behavior in purchasing products? cell phone. The main objective of this research is to analyze consumer brand switching behavior in purchasing mobile phone products in Surabaya. Limited funds and research time encourage researchers to limit the research area to only Surabaya, the area where the researcher lives. In this research, all primary data was analyzed using path analysis with the help of AMOS 4.0 software. The results are shown by 7 goodness of fit indices. Even though 2 indexes (χ 2 and CMIN/DF) are not fit, it can still be said that the model fits the observation data, because 5 indexes meet the goodness of fit provisions. Testing the eleven research hypotheses uses the significance of each relationship depicted in the model (path coefficient). Of the eleven hypotheses proposed, four of them were not significant, as stated in table 5.23 (p. 88). These research instruments were taken from several research instruments by Sambandam & Lord (1995) which were adapted to the conditions of cell phone respondents in Surabaya. As a result, there are differences in research results. These differences could be a limitation of the results obtained in this research. In this research model, the factors of desire to have a new cellular phone, a desire to try other brands (variety seeking), and boredom of the owned cellular phone, which may be can influence consumers in switching behavior. Apart from considering factors that have not been researched, for future research it would be better to increase the number of respondents, so that the data can be more normally distributed.

 

Keywords: Switching Behavior, Consideration Set, Prior Experience, and Product Knowledge

 

Sources: http://repository.unair.ac.id/35467/