BRAND SWITCHING BEHAVIOUR IN THE GENERATION Y: EMPIRICAL STUDIES ON SMARTPHONE USERS
Lifestyle, variety seeking, customer trust and promotion are some factors that can be a trigger. The sample of respondents used in this study is 385 respondents’ smartphone users who have experience of brand switching, while the analysis of this study using structural equation modelling (SEM) and t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Petra Christian University
2018-03-01
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| Series: | Jurnal Manajemen dan Wirausaha |
| Subjects: | |
| Online Access: | http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/20615 |