THE ANTECEDENT VARIABLES OF ATTITUDE IN FORMING INTENTION TO SWITCH SMARTPHONE (The Survey Study: Samsung Brand in Surakarta)
Journal Title: European Journal of Business and Social Sciences - Year 2014, Vol 3, Issue 6
Abstract
The intention to switch smartphone is an interesting issue to be studied, because it can be used to elaborate the consumers’ intention to switch otherwise give insights and stimuli for marketer to maintain their relationship with customers. The survey study based on descriptive research used to describe characteristic of a population or phenomenon being studied. The results obtain from a consumer perception’s questionnaire of intention to switch Samsung smartphone. The questionnaire contain of six variables and thirty one items. Four variables are independent variables namely: product attributes, price fairness, convenience, and perceived value. The dependent variable is intention to switch smartphone, and mediating variable is attitude toward switching. Convenience sampling technique was used to collect 250 respondents and there are 23 responses categorized as unusable. The remaining 227 respondents (90,8 %) are usable questionnaires were analyzed with SEM by using AMOS 16 computer programm. The findings have revealed that there are two of variables are not supported, they are product attributes and price fairness. Consumers will consider beyond phisical attributes and price, they are: beneficial and image attribute. They engage in a form value of benefit-cost ratio. Beside that, convenience and perceived value were found positive significant on attitude toward switching. This circumstance are the same with mediating variable attitude toward switching on intention to switch smartphone. In this study, implications of the results were also discussed.
Authors and Affiliations
Setiawan, MM| Email: setiawan_forestry@yahoo.com; budhiharyanto@yahoo.com Economic Faculty of Sebelas Maret University Surakarta, Dr. Budhi Haryanto, MM| Email: setiawan_forestry@yahoo.com; budhiharyanto@yahoo.com Economic Faculty of Sebelas Maret University Surakarta
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