ANALISIS FAKTOR YANG MEMPENGARUHI KONSUMEN BERPINDAH MEREK HANDPHONE KE PRODUK BLACKBERRY (Studi Kasus Pada Mahasiswa Program Ekstensi Fakultas Ekonomi Universitas Bengkulu)

The purposes of this research were to find out the factors that affect the customers’
behavior of switching from their handphone brand to BlackBerry product. The
customers’ who are stated in this research were the students of Extension Program of
Economic Faculty of Bengkulu University. The type of this research was descriptive
quantitative which focused on the problems in the form of facts or others certain real
life phenomena, which also used statistical numeric calculation. The type of the data
was primary data that were gotten from spreading questionnaires. The respondents of
this research were the students of Extension Program of Economic Faculty of Bengkulu
University who were as many as 91 people, and were selected by using accidental
sampling technique. The methods of analyzing the data were descriptive analysis and
factors analysis.
Based on the field research, it was found that : (1) the respondents were agree to the
factors that caused the switching behavior of the handphone brand to BlackBerry
product which were stated by researcher; (2) the reduction of the 22 (twenty two)
factors which caused the brand switching behavior resulting 7 (seven) new factors,
namely are guarantee and trust of the brand factor; promotion and group reference
factor; ability and superiority of the new product factor; trend and community factor;
service ad efficiency (easiness in operating) of the product factor; price and interesting
design factor; and availibility of the product factor; and (3) the contribution of the seven
new factors toward the switching behavior of handphone brand to BlackBerry product
were significant enough and dominated by guarantee and trust product factor brand and
promotion and group reference factor.