The Role of Susceptibility in Affecting the Relation Between A New Smartphone Product Attributes and Price Fairness on Switch Intention

MAJID, FAIZ (2017) The Role of Susceptibility in Affecting the Relation Between A New Smartphone Product Attributes and Price Fairness on Switch Intention. Other thesis, Universitas Sebelas Maret.

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    Abstract

    The objective of this research is to examine the role of smartphone user susceptibility in affecting therelation between a new smartphone product attribute completeness and price fairness on smartphone user intention to switch to a new smartphone product. The case of study focuses on college students of Universitas Sebelas Maret Surakarta. Variables used in this research were product attributes and price fairness which belonged to independent variable. The other variables were smartphone consumer susceptibility which belonged to moderation variable and smartphone user switch intention belonged to dependent variable. Experimental research design and quantitative data was used in this research. Participant is divided to 8 manipulation conditions and each condition consists of 30 participants. The hypotesis testing done in this research used ANOVA and product-moment correlation analysis. The result of this research shows that both product attribute completeness and price fariness has significant effect on smartphone user intention to switch to a new smarpthone product. Smartphone user switch susceptibility also has a role in affecting the relation between the independent and dependent variables. Keywords: Smartphone, susceptibility, price fairness, product attributes, attitude towards product.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi dan Bisnis
    Fakultas Ekonomi dan Bisnis > Manajemen
    Depositing User: Nanda Rahma Ananta
    Date Deposited: 28 Dec 2017 11:02
    Last Modified: 28 Dec 2017 11:02
    URI: https://eprints.uns.ac.id/id/eprint/38366

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