Pengaruh Atribut Produk Terhadap Keputusan Perpindahan Merek (Survei Pada Mahasiswa Fakultas Ilmu Administrasi Angkatan 2011/2012 Universitas Brawijaya Yang Beralih Merek Ke Smartphone Samsung)

This research aims to determine the influence of product attributes on brand switching decision to Samsung smartphone on Bachelor Students Faculty of Aministrative Science Class of 2011/2012 Brawijaya University. This research is an explanatory research. There are 116 respondents as sample of this research by using purposive sampling method. The data collection method conducted by questionnaire. Data analysis used in this study are descriptive analysis and multiple linear regression analysis with F test and t test to examine overall and partial influence between variables. The results of this study showed that product attributes are simultaneously and partially on brand switching decision. Price has the dominant influence on student\u27s switching decision from other smartphone to Samsung smartphone