The Influence of Prices, Advertising Attractiveness, Celebrity Endorsers, and Dissatisfaction with Brand Switching on Smartphone Consumers in Mataram City, Indonesia

Muhammad At-Thariq, Handry Sudiartha Athar, Lalu M. Furkan

Abstract

This research aims to determine the influence of price, advertising attractiveness, celebrity endorsers, and consumer dissatisfaction with brand switching. The population of this study is people who live in the city of Mataram, Indonesia. This research recruits one hundred respondents using the purposive sampling technique. Due to the relatively small number of samples, this study considered analysis using SEM Analysis with the help of the Smart-PLS Program. The results showed a positive and significant influence of all independent variables: price, advertising attractiveness, celebrity endorser, and consumer dissatisfaction on brand switching. The results of this study can be a reference and consideration for companies in determining prices. In marketing smartphone products, companies must also carefully choose the correct public figure to become a brand ambassador because a figure's good image indirectly increases customer trust. The correct public figure must also be supported by advertising that is easily remembered and memorable for customers.

10.22178/pos.90-14


Keywords


Price; Advertising Attractiveness; Celebrity Endorser; Consumer Dissatisfaction; Brand Switching

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References


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Copyright (c) 2023 Muhammad At-Thariq, Handry Sudiartha Athar, Lalu M. Furkan

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