ANALISIS PERILAKU KONSUMEN BERPINDAH MEREKHANDPHONE KE PRODUK SAMSUNG (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bengkulu)

This study aims to determine the effect of brand image, customer loyalty, dissatisfaction, product quality, and price on consumer behavior to switch mobile phones to Samsung products. This type of research is quantitative research. The population in this study were students of the economics and bisiness faculties of Bengkulu University with respondents totaling 60 respondents. Sampling using the purposive sampling technique. Data collection techniques are carried out by distributing questionnaires directly to students of the economics and bisiness faculties of Bengkulu University. Data analysis is done by multiple linier regression analysis techniques. The result of the study show that brand image, consumer behavior, dissatisfaction, product quality, and price have a positive and significant effect on brand movement