PENGARUH IKLAN DAN PERILAKU MENCARI VARIASI TERHADAP BRAND SWITCHINGKARTU SELULER PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI PADANG

Abstract

This research aimed to determine the effect of advertising and variety seeking behaviour for brand switching for SIM card to other brands in the Faculty of Economy Padang State University. The research was conducted in the Faculty of Economy Padang State University, and the populations in this study are all students Faculty of Economy Padang State University who used SIM cardand ever transition to other brands. Samples were taken with an accidental sampling method using Cochran formula, with a total sample of 100 people. Data collection technique is to use questionnaires and documents. The data analysis technique used is path analisys using SPSS version 16.00. Results of this study showed that: 1) Advertising influence for variety seeking behaviour forSIM card. 2) Advertisingnot significantly influence for brand switching forSIM card3) Variety seeking behaviour influence for brand switching forSIM card.

Keyword: Advertising, variety seeking behaviour, and brand switching