MENGUNGKAP DAMPAK CITRA MEREK DAN PENGALAMAN PELANGGAN DALAM FENOMENA PERALIHAN MEREK. (STUDI KASUS DI KALANGAN PENGGUNA SMARTPHONE)

Authors

  • Henny Utarsih Sekolah Tinggi Ilmu Ekonomi (STIE) Ekuitas
  • Fathan Achdan Sidik Sidik Sekolah Tinggi Ilmu Ekonomi (STIE) Ekuitas

DOI:

https://doi.org/10.56916/jimab.v4i2.2247

Keywords:

Brand Image, Customer Experience, brand switching, Customer Satisfaction

Abstract

Perkembangan teknologi dan persaingan antar produsen smartphone mendorong adanya fenomena perpindahan merek (brand switching) di kalangan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan customer experience terhadap brand switching dengan customer satisfaction sebagai variabel intervening pada pengguna smartphone Samsung yang beralih ke Apple di Kota Bandung. Metode yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner dengan teknik purposive sampling pada 100 responden dan dianalisis menggunakan uji asumsi klasik, uji validitas, uji reliabilitas, regresi linear berganda, serta path analysis dengan bantuan SPSS versi 30.0. Hasil penelitian menunjukkan bahwa brand image tidak memiliki pengaruh signifikan terhadap brand switching, sementara customer experience berpengaruh positif terhadap brand switching melalui customer satisfaction sebagai variabel intervening. Temuan ini mengindikasikan bahwa pengalaman pelanggan memiliki peran krusial dalam keputusan perpindahan merek dibandingkan dengan citra merek. Berdasarkan hasil penelitian, disarankan bagi perusahaan smartphone untuk meningkatkan pengalaman pelanggan guna mempertahankan loyalitas dan mengurangi tingkat perpindahan merek.

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Published

2025-08-14

How to Cite

Utarsih, H., & Sidik, F. A. S. (2025). MENGUNGKAP DAMPAK CITRA MEREK DAN PENGALAMAN PELANGGAN DALAM FENOMENA PERALIHAN MEREK. (STUDI KASUS DI KALANGAN PENGGUNA SMARTPHONE). Journal of Innovation in Management, Accounting and Business, 4(2), 448–455. https://doi.org/10.56916/jimab.v4i2.2247

Issue

Vol. 4 No. 2 (2025)

Section

Articles

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Copyright (c) 2025 Henny Utarsih, Fathan Achdan Sidik Sidik

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