PENGARUH KETIDAKPUASAN KONSUMEN DAN KEBUTUHAN MENCARI VARIASI TERHADAP KEPUTUSAN PERPINDAHAN MEREK HANDPHONE ANDROID DARI SAMSUNG KE OPPO (STUDI PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KHAIRUN TERNATE)

Abstract

Objective: The purpose of this study was to determine the effect
of Consumer dissatisfaction (the need to find variations and the
transfer of Android mobile brands from Samsung to OPPO)
through Smartphone users of the Khairun ternate University of
Economics and Business students, the number of research
samples was 100 economic sample students in this study using
Purposive sampling and snowboil sampling.
Methodology: The analytical method used is multiple linear
regression analysis.
Finding: H1 H2, and H3 accepted at the 5% confidence level.
Conclusion: The results showed that (1) Partial dissatisfaction
had a significant effect on brand displacement in Economics
Students of Khairun University, Ternate, (2) Needs to find
variations had a positive and significant effect on brand
displacement on Economics Students of Khairun University of
Ternate, and (3) Consumer Dissatisfaction, Needs Looking for
Variations Simultaneously has a significant positive effect on the
transfer of Economics Students brand of the Khairun University,
Ternate