PENGARUH ATRIBUT PRODUK DAN PERSEPSI HARGA TERHADAP PERPINDAHAN MEREK (Survei Pengguna Samsung Android dan Blackberry pada Mahasiswa Fakultas Ekonomi Universitas Negeri Jakarta)

ABSTRACT Rita Wati, 2014; The Influence of Product Attributes and Price Perception Toward Brand Switching Decision of Blackberry and Samsung Smartphone: Survey at Faculty of Economic State University of Jakarta. Skripsi, Jakarta: Marketing Management, Management, Faculty of Ecomonomics, Universitas Negeri Jakarta. Advisory: Dr. Mohammad. Rizan, SE, MM & Agung Kresnamurti RP, ST., MM The purpose of the research are: 1) to know the description of product attributes, price perception, and brand switching decision of Blackberry and Samsung Smartphone, 2) test empirically the influence of product attributes toward brand switching decision of Blackberry and Samsung smartphone, 3) test empirically the influence of price perception toward brand switching decision of Blackberry and to Samsung smartphone, 4) test empirically the influence of product attributes and price perception toward brand switching decision of Blackberry and Samsung smartphone. This is a quantitative research, descriptive and causal design,collecting data by survey method. Population of this research is college students Faculty Of Economics, State Universuty of Jakarta who use Samsung smartphone and had use handphone Blackberry before. Total sample in this research counted 105 respondents. Analysis of the research was conducted using SPSS 22. The results of the t test shows the product attributes and brand switching positive significantly influence the significance value on Blackberry nor Samsung X1 to Y (0.000), and price perception toward brand switching are also positive significantly influence the value of significance X2 to Y (0.000) both are not greater than 0.05. The results of F test simultaneously indicates product attributes and variety seeking influencing positive significantly to brand switching (0.000). And the result of determination analysis in this research shows the variation of variables product attributes and price perception could explained brand switching together on Samsung for 25,7%. While the result of determination analysis in this research shows the variation of variables product attributes and price perception could explained brand switching together on Blackberry for 24,4% Keywords: product attributes, price perception, brand switching