Factors Influencing Brand Switching Behavior: Role of Variety Seeking Need as Moderator Variable (Survey on Smartphone Customers in Purbalingga Who Switch from Samsung to Another Brand)

This research was entitled “FACTORS INFLUENCING BRAND SWITCHING BEHAVIOR: ROLE OF VARIETY SEEKING NEED AS MODERATOR VARIABLE (Survey on Smartphone Customers in Purbalingga Who Switch from Samsung to Another Brand)”. The aims of research were to analyze the effect of dissatisfaction as well as characteristic of product category on brand switching, to analyze the moderating role of variety seeking need on the causal relationship between dissatisfaction as well as characteristic of product category and brand switching, and so to analyze the direct effect of perceived price as well as competitors’ promotion on brand switching. Type of this research uses survey. Population of this research was all customers of smartphone in Purbalingga who ever use the Samsung brand and they switch to another brand of smartphone product which the number is uncertainty. Sampling technique of this study used interval estimate technique and the opinion by Hair et al., so it could be determined that sample size within study was 150 respondents. Furthermore, technique data analysis of this study used Structural Equation Model (SEM) analysis. Based on the result of data analysis, it could be concluded that dissatisfaction as well as characteristics of product category has a positive influence on brand switching, need of variety seeking no moderates the influence of dissatisfaction as well as characteristics of product category on brand switching, and perceived price to another brand as well as competitors’ promotion has a positive influence on brand switching. Refers to these conclusions, it could be implied that in order to minimize its customers’ brand switching behavior, marketing manager of Samsung smartphone products needs to make priority on marketing policy to address the customer dissatisfaction, characteristic of product category, need of variety seeking, perceived price and competitors’ promotion policies. The ways can be done by optimize the system and technology of its battery, and smartphone battery also need to adapt not only in size but also in capacity and efficiency. Manager of Samsung smartphone products should always looking for ways on how improve battery performance and durability, decrease the several risks are faced by Samsung smartphone users related to its camera and application systems in order to minimize their feel doubt and always to follow up the customers’ complaints related to the problems or error of the Samsung smartphone product quickly and accurately, create the specific products of smartphone which cannot be imitated by competitors, apply the product diversification strategy through modifying existing products or adding the new product of Samsung smartphone based on price levels and target market segmentation, make the various technological innovations to improve the quality and usefulness of smartphone products in accordance with the changing needs, desires and consumers’ preferences, set price of Samsung smartphone products that are cheaper than price of competitors’ smartphone products with still maintain the quality and benefits of Samsung smartphone products, and build the brand image of “SAMSUNG”, and always maintain and strengthen the quality of long-term marketing relationships with its customers to keep them from being influenced by the promotional programs of competitors’ product or brand