ABSTRAK Endang Hariyani. Analisis Faktor Pembentuk Brand Switching Handphone Nokia Di Wilayah Telang Bangkalan. Dibawah bimbingan Dr.Mohammad Arief, SE, MM dan Yustina Chrismardani, ssi., MM Analisis Faktor Pembentuk Brand Switching Handphone Nokia Di Wilayah Telang Bangkalan Nokia Corporation adalah produsen peralatan telekomunikasi terbesar di dunia serta merupakan perusahaan terbesar di Finlandia yang memproduksi produk handphone untuk seluruh pasar dan protokol utama, termasuk GSM, CDMA, and W-CDMA UMTS. Dalam dunia bisnis handphone Nokia memiliki saingan yang cukup berat yaitu Samsung, Apple, ZTE, LG, dan handphone merek cina. Dengan adanya keberagaman merek telepon seluler yang masuk ke Indonesia, maka terciptalah perilaku Brand switching pada pengguna Nokia yang berdampak negatif terhadap penjualan handphone Nokia. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang membentuk brand switching pengguna handphone Nokia di wilayah Telang Bangkalan berpindah ke handphone merek lain. Penelitian ini dilakukan secara deskriptif dan eksploratori dengan menyebarkan kuesioner kepada masyarakat pengguna handphone Nokia di wilayah Telang Bangkalan. Tehnik pengambilan sampel menggunakan purposive sampling, dan di analisis dengan analisis faktor (Factor Analysis). Berdasarkan hasil analisis faktor diperoleh kesimpulan penelitian sebagai berikut: terdapat empat faktor yang membentuk pengguna handphone Nokia di wilayah Telang Bangkalan berpindah ke handphone merek lain. Empat faktor tersebut adalah: (1) Kualitas handphone Nokia kurang bagus, (2) Harga handphone Nokia tidak sebanding dengan manfaatnya. (3) Rasa penasaran terhadap merek lain, (4) Merek lain lebih menarik (dari segi kemasan produk, iklan, dan promosi) dari pada handphone Nokia. Kata kunci : Brand Switching, analisis faktor.

ABSTRACT Endang Hariyani. Analysis of Brand Switching Factors Shaping Mobile Nokia In Area Telang Bangkalan. Under the guidance of Dr.Mohammad Arief, SE, MM and Yustina Chrismardani, ssi., MM Analysis of Brand Switching Factors Shaping Mobile Nokia The region Telang Bangkalan Nokia Corporation is the largest telecommunications equipment manufacturers in the world and is the largest company in Finland that produces mobile phones for the whole market and major protocols, including GSM, CDMA, W-CDMA and UMTS. In the business world mobile phone Nokia has a fairly heavy rival is Samsung, Apple, ZTE, LG, and Chinese brand mobile phone. With the diversity of mobile phone brand entered into Indonesia, it creates a brand switching behavior of the users of Nokia which have a negative impact on the sales of Nokia mobile phone. The purpose of this study was to determine the factors that make up the brand switching Nokia mobile phone users in the region Telang Bangkalan switch to another brand mobile phone. This study was conducted descriptive and exploratory by distributing questionnaires to people in the region Telang Bangkalan. Sampling technique using purposive sampling, and analyzed by factor analysis (Factor Analysis). Based on the results of the factor analysis we concluded the study as follows: there are four factors to consider Nokia mobile phone users in the region Telang Bangkalan to switch to another brand mobile phone. The four factors are: (1) Quality Nokia mobile phone is not good, (2) price of Nokia mobile phones are not comparable with the benefits. (3) The curiosity of the other brands, (4) Other brands more attractive (in terms of product packaging, advertising, and promotion) of the Nokia mobile phone. Keywords: Brand Switching, factor analysis

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