udPENGARUH DIMENSI DISSATISFACTION, PROCEDURALududSWITCHING COST, FINANCIAL SWITCHING COST DANududPERSONAL LOSS COSTS PADA INTENTION TO SWITCHududud( Studi Pada Handphone NOKIA dan Nexian di Surakarta)ud

摘要

The purpose of this study was to determine if there is dissatisfaction with the influence ofudthe influence of technical quality, dissatisfaction with quality information, dissatisfaction withudcommunity support, dissatisfaction with the member policy, economic risk costs, learning costs,udsetup costs, personal loss costs, financial switching costs on the intention to switch mobile phoneudNOKIA brand. Researchers saw that the growth of mobile products at this time quite rapidlyudand affected more and more consumer choice on the brand - brand mobile phones on the market.udLike the Chinese brand mobile phone.ududThis study is causal with a survey method. The target population of this study wereudstudents who had used cell phones brand Nokia. Samples taken 215 respondents in which theudsample is Singosaren Mobile Consumer Market ever using a mobile phone NOKIA brand. Basedudon the analysis of structural models (SEM), which tested the hypothesis in this study concludedudthat There is a positive relationship between the following variables (1) dissatisfaction withudtechnical quality with a intention to switch, (2) dissatisfaction with quality information to theudintention to switch, (3) dissatisfaction with community suport with the intention to switch, (4)udpersonal financial loss costs by switching costs, (5) economic risk with the intention to switchudcosts, (6) financial switching costs with the intention to switch, (7) learning costs with theudintention to switch . There is also a positive effect and no significant inter-variable is the setupudcosts with the intention to switch. And finally there is a negative and not significant among theudmember variable is dissatisfaction with the policy with the intention to switchududThe advice can be given based on the results of this research is in an effort to prevent anudintention to move or swithching fatherly intention is to optimize customer satisfaction throughudquality, continuous innovation in technology, facilities and features a more attractive brand ofudmobile phones so that the tendency of consumers in choosing a mobile phone and perceivingudNOKIA mobile phone overall value can rise and prevent the intention to switch.ududKeywords : Dissatisfaction, Procedural Switching Cost, Financial Switching Cost Personalud udLoss Costs, and Intention To Switchud