Pengaruh Dissatisfaction, Alternative Attractiveness, Switching Cost, dan Subjective Norm Terhadap Switching Intention pada Pengguna Smartphone Samsung di Kota Padang
DOI:
https://doi.org/10.37385/msej.v6i2.7440Keywords:
Niat Beralih, Ketidakpuasan, Daya Tarik Alternatif, Biaya Beralih, Norma sosial.Abstract
Tujuan dari penelitian ini adalah untuk mengkaji pengaruh dissatisfaction, alternative attractiveness, switching cost, dan subjective norm terhadap switching intention di kalangan pengguna smartphone Samsung di Kota Padang. Penelitian ini menggunakan metode kuantitatif kausatif. Penelitian ini dilaksanakan pada Januari hingga Februari 2025 dengan menggunakan teknik non-probability sampling dan purposive sampling. Sampel yang diambil terdiri dari 150 responden yang merupakan pengguna smartphone Samsung di Kota Padang. Data dikumpulkan melalui kuisioner secara online dan diolah menggunakan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa (1) Dissatisfaction berpengaruh positif terhadap niat beralih merek (Switching Intention) pada pengguna smartphone Samsung di Kota Padang, (2) Alternative Attractiveness berpengaruh positif terhadap niat beralih merek (Switching Intention) pada pengguna smartphone Samsung di Kota Padang, (3) Switching Cost berpengaruh negatif terhadap niat beralih (Switching Intention) pada pengguna smartphone Samsung di Kota Padang, (4) Subjective Norm berpengaruh positif terhadap niat beralih merek (Switching Intention) pada pengguna smartphone Samsung di Kota Padang. Penelitian ini mengungkapkan bahwa faktor ketidakpuasan, daya tarik alternatif, biaya peralihan, dan norma subjektif memiliki peran penting dalam mempengaruhi niat konsumen untuk beralih dari Samsung ke merek lain.
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