The Effect of Product Attributes and Price on Brand Switching with Consumer Dissatisfaction as an Intervening Variable

Indonesia, as the 4th country with the largest number of smartphone users in the world makes Indonesia a potential market share for smartphone manufacturers. However, in 2020 Samsung experienced a decline in sales in the Semarang area and nationally. The decline in sales experienced by Samsung was due to the brandswitching behavior of Samsung smartphone consumers. This study aims to determine the effect of product attributes and prices on brand switching as consumer dissatisfaction among Diponegoro University students. This type of research uses explanatory research with a total sample of 100 respondents who are UNDIP students using Samsung who have switched brands. The sampling technique uses nonprobability sampling with the purposive sampling method in data analysis using SmartPLS SEM 3 software for windows. The results of this study indicate that product attributes have a significant effect on dissatisfaction, the price has a significant effect on dissatisfaction, product attributes have a significant effect on brand switching, and the price has a significant effect on brand switching. In this study, it was also found that product and price attributes had an indirect effect on dissatisfaction with brand switching among Samsung students who switched brands. This research suggests that Samsung needs to pay more attention to the product's affordability and add features such as NFC, night mode, fast charging up to 33W and camera resolution for entry-level and mid-range class smartphones. In future research, other variables can be added which are factors causing brand switching such as variety seeking.