FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND SWITCHING PADA PENGGUNA SIMCARD MEREK SIMPATI KE SIMCARD MEREK XL PADA MAHASISWA DI FAKULTAS EKONOMI UNIVERSITAS BUNG HATTA PADANG

The purpose of this research was to determine the factors that influence brand switching between simpati simcard and xl simcard. The object of this research were the students of economy faculty , Bung Hatta University.The sample was taken by using purposive sampling method. The data was primer data that taken by questioners. To simplify the proces, the variable was grouped into two, the first variable were product attribute, price, promotion and stock. The second variable was brand switching. The proces of data was done by analysis of regression model and test t-statistical. The result showed that product attribute gave significant influence to brand switching from simpati sim card to xl sim card. The result also showed that the price, promotion and stock did not gave significant influence to brand switching from simpati simcard to xl simcard to the students of economy faculty, Bung Hatta University. Keywords: Product attribute,price,promotion,stock,brand switching