BRAND SWITCHING MEMEDIASI PERSEPSI HARGA DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE (STUDI KASUS PADA KONSUMEN YANG PERNAH MELAKUKAN PEMBELIAN DI MAJU HARDWARE KOTA MADIUN)
Abstract
company in improving quality. A good marketing strategy makes a company known and spurs success
evenly. The right marketing strategy also have an impact on the progress of Smartphone companies
continue to compete in launching new products with innovations match to consumer needs. Consumer
decisions are influenced by several factors including price and product quality perception. This study aims
to provide empirical evidence of the effect of price and product quality perception on purchasing decisions
with brand switching as mediator. This research is quantitative research. Data collection using a
questionnaire that was processed using SPSS 17 with regression data analysis followed by path analysis.
The results of the research conducted indicate: (1) Perception of price does not affect brand switching; (2)
Perception of product quality does not affect purchasing decisions; (3) Perception of price does not affect
purchase decisions; (4) Perception of product quality influences purchase decisions; (5 ) Brand switching
affects purchasing decisions; (6) Brand switching has no influence between the relationship of price
perceptions to purchase decisions; and (7) Brand switching has no influence between the perception of
product quality relationships on purchase decisions
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