Julesman, Dinda (2021) Pengaruh Fitur Produk, Lifestyle dan Kelompok Referensi Terhadap Keputusan Brand Switching Pada Pengguna Smartphone Android ke iPhone (Studi Pada Mahasiswa Aktif Perguruan Tinggi Negeri di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
"Smartphone adalah telepon selular yang perangkatnya terdiri dari mikroprosesor dan memori. Salah satu Smartphone yang sedang menjadi pangsa pasar yaitu iPhone. Beberapa penelitian menemukan bahwa Smartphone telah menjadi suatu hal yang memiliki peran penting selama melakukan aktivitas sehari-hari atau kehidupan sosial dikarenakan terjadinya peningkatan kualitas merek (Rajkumar et al., 2012). Puncaknya pada tahun 2019, Apple menduduki posisi pertama dengan market share tertinggi sebesar 21,3% dengan shipments 78,4%. Walaupun selisih dengan smartphone berbasis android tidak terlalu jauh akan tetapi ini menjadi puncak bagi perusahaan Apple. Selain itu, sebuah survei yang dilakukan SellCell terhadap 2.000 responden menyebutkan bahwa banyak pengguna Android yang akan segera beralih ke iOS menjelang perilisan iPhone 12 (Wahyu, 2020). Brand switching merupakan suatu keadaan di mana merek kehilangan pelanggan setia dari pesaing. Brand switching menjadi lebih kompleks karena konsumen memiliki akses yang mudah untuk mendapatkan informasi tentang berbagai keunggulan merek produk. Berdasarkan paparan konsep dan penelitian terdahulu terkait brand switching, maka fenomena brand switching menarik untuk diteliti lebih lanjut. Dalam konteks penelitian sekarang ini peneliti tertarik untuk memahami apakah terdapat pengaruh fitur produk, lifestyle dan kelompok referensi mengenai tindakkan brand switching pada pengguna smartphone pada awalnya menggunakan android kini beralih menggunakan iPhone. Tujuan dari penelitian ini adalah: (1) Untuk mengetahui apakah terdapat pengaruh pada Fitur Produk terhadap keputusan Brand Switching pengguna smartphone android ke iPhone dari seluruh mahasiswa aktif perguruan tinggi negeri di Kota Malang, (2) Untuk mengetahui apakah terdapat pengaruh Lifestyle terhadap keputusan Brand Switching pengguna smartphone android ke iPhone dari seluruh mahasiswa aktif perguruan tinggi negeri di Kota Malang, (3) Untuk mengetahui apakah terdapat pengaruh Kelompok Referensi terhadap keputusan Brand Switching pengguna smartphone android ke iPhone dari seluruh mahasiswa aktif perguruan tinggi negeri di Kota Malang. Hasil penelitian menunjukkan bahwa fitur produk, lifestyle dan kelompok referensi menunjukkan pengaruh signifikan terhadap brand switching pada pengguna android ke iPhone,"
English Abstract
Smartphoneis a cellular phone whose device consists of a microprocessor and memory. One of the smartphones that is becoming a market share is the iPhone. Several studies have found that Smartphones have become something that has an important role during daily activities or social life due to an increase in brand quality (Rajkumar et al., 2012).At its peak in 2019, Apple took first place with the highest market share of 21.3% with shipments of 78.4%. Although the difference with Android-based smartphones is not too far, but this is a peak for the Apple company. In addition, a survey conducted by SellCell on 2,000 respondents stated that many Android users will soon switch to iOS ahead of the release of iPhone 12 (Revelation, 2020).Brand switchingis a condition in which the brand loses loyal customers from competitors. Brand switching becomes more complex because consumers have easy access to information about the various advantages of product brands. Based on the exposure of concepts and previous research related to brand switching, the phenomenon of brand switching is interesting to be investigated further. In the context of the current research, researchers are interested in understanding whether there is an effect of product features, lifestyle and reference groups regarding brand switching actions on smartphone users who initially used Android, now switch to using iPhone. The aim of this research is: (1) To find out whether there is an influence on Product Features on the Brand Switching decision of Android smartphone users to iPhone from all active state university students in Malang City, (2) To find out whether there is an influence of Lifestyle on Brand Switching decisions of Android smartphone users to iPhone from all active students of state universities in Malang, (3) To find out whether there is an influence of Reference Groups on the Brand Switching decision of Android smartphone users to iPhone from all active students of state universities in Malang City. The results showed that product features, lifestyle and reference groups showed a significant influence on brand switching on Android users to iPhone, (2) To find out whether there is an influence of Lifestyle on Brand Switching decisions of Android smartphone users to iPhone from all active students of state universities in Malang, (3) To find out whether there is an influence of Reference Groups on Brand Switching decisions of Android smartphone users to iPhone from all over the world. active students of state vii universities in Malang City. The results showed that product features, lifestyle and reference groups showed a significant influence on brand switching on Android users to iPhone, (2) To find out whether there is an influence of Lifestyle on Brand Switching decisions of Android smartphone users to iPhone from all active students of state universities in Malang, (3) To find out whether there is an influence of Reference Groups on Brand Switching decisions of Android smartphone users to iPhone from all over the world. active students of state universities in Malang City. The results showed that product features, lifestyle and reference groups showed a significant influence on brand switching on Android users to iPhone, (3) To find out whether there is an influence of Reference Groups on Brand Switching decisions of Android smartphone users to iPhone from all active students of state universities in Malang City. The results showed that product features, lifestyle and reference groups showed a significant influence on brand switching on Android users to iPhone, (3) To find out whether there is an influence of Reference Groups on Brand Switching decisions of Android smartphone users to iPhone from all active students of state universities in Malang City. The results showed that product features, lifestyle and reference groups showed a significant influence on brand switching on Android users to iPhone
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052103 |
| Uncontrolled Keywords: | Smartphone, Android, iPhone, Brand Switching, Lifestyle, Referensi, : Smartphone, Android, iPhone, Brand Switching, Lifestyle, Reference |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nurmasudah |
| Date Deposited: | 23 Oct 2021 04:24 |
| Last Modified: | 22 Feb 2022 08:34 |
| URI: | http://repository.ub.ac.id/id/eprint/185318 |
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Text (DALAM MASA EMBARGO)
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