Effects of Promotion, Product Quality, Brand Image and Price on Customer Satisfaction and Brand Switching Decision (A Case Study on Xl Cellular Card Users in Denpasar City, Bali, Indonesia)

Promotion, Quality Product, Brand Image, Satisfaction, Customers and Brand Switching

Authors

  • Komang Gede Ginantra Student, Magister of Management, Post Graduate Program, Pendidikan Nasional University, Denpasar, Bali, Indonesia
  • Ni Putu Nina Eka Lestari Lecturer of Magister of Management, Post Graduate Program, Pendidikan Nasional University, Denpasar, Bali, Indonesia
  • AAN. Eddy Supriyadinata Gorda Lecturer of Magister of Public Administration, Post Graduate Program, Pendidikan Nasional University, Denpasar, Bali, Indonesia
  • Gede Sri Darma Lecturer of Magister of Management, Post Graduate Program, Pendidikan Nasional University, Denpasar, Bali, Indonesia

Downloads

This research aims to study and determine how the effects of promotion, product quality, brand image, and price variables on customer satisfaction and brand switching variables on cellular telecommunication XL card users in Denpasar city, Bali, Indonesia. Data collection technique used questionnaires for 100 respondents living in Denpasar City and using XL cards. The data was analyzed through Structure Equation Modeling (SEM) data analysis technique with AMOS program. Results of the research show that the promotion, product quality, brand image variables affect positively on the customer satisfaction while the price variable affects negatively on the customer satisfaction. On another side, the promotion, product quality, brand image and customer satisfaction variables affect negatively on brand switching and customer satisfaction affects negatively on brand switching and price variable affects positively on the brand switching of XL card users in Denpasar city.