Pengaruh Consumer Dissatisfaction dan Variety Seeking Terhadap Keputusan Brand Switching Produk Smartphone OPPO

The Effect of Consumer Dissatisfaction and Variety Seeking on Brand Switching Decisions for OPPO Smartphone Products

Penelitian ini dilatarbelakangi dengan adanya fenomena penurunan pangsa pasar dan penurunan pengiriman pada produk smartphone OPPO yang sangat tajam dibandingkan dengan merek smartphone lainnya. Penurunan yang menimpa smartphone merek OPPO dapat terjadi akibat adanya pengaruh yang berasal dari factor internal yakni consumer dissatisfaction dan variety seeking. Penelitian ini bertujuan untuk mengetahui pengaruh dari consumer dissatisfaction dan variety seeking terhadap brand switching pada produk smartphone OPPO. Jenis penelitian ini adalah penelitian konklusif deskriptif dengan sampel sejumlah 220 responden yang merupakan  pengguna smartphone OPPO yang telah beralih menggunakan smartphone merek lain yang berusia minimal 17 tahun. Data dikumpulkan dengan cara menyebarkan kuesioner dan diolah menggunakan metode analisis regresi berganda. Hasil dari penelitian ini menunjukkan bahwa (1) consumer dissatisfaction berpengaruh positif dan signifikan terhadap brand switching produk smartphone OPPO, (2) variety seeking berpengaruh positif dan signifikan terhadap brand switching produk smartphone OPPO (3) consumer dissatisfaction dan variety seeking berpengaruh positif dan signifikan terhadap brand switching produk smartphone OPPO.

This study is motivated by the phenomenon of a decrease in market share and a decrease in shipments on OPPO smartphone products that are very sharp compared to other smartphone brands The decline in OPPO brand smartphones can occur due to influences originating from internal factors, namely consumer dissatisfaction and variety seeking. This study aims to determine the effect of consumer dissatisfaction and variety seeking on brand switching on OPPO smartphone products. This type of research is descriptive conclusive research with a sample of 220 respondents who are OPPO smartphone users who have switched to using other brands of smartphones who are at least 17 years old. Data were collected by distributing questionnaires and processed using multiple regression analysis methods. The results of this study indicate that (1) consumer dissatisfaction has a positive and significant effect on switching OPPO smartphone brands, (2) variety seeking has a positive and significant effect on switching OPPO smartphone brands (3) consumer dissatisfaction and variety seeking have a positive and significant effect on switching OPPO smartphone brands.