@article{eprints13019,
           title = {ABSTRACT
Implications  of product knowledge,  level of satisfaction  and purchase preference  to the brand  switching  on BlackBerry  mobile  products in Bandar Lampung
by
Sarastya Satiti},
          author = {Sarastya Satiti 0816051010 },
         journal = {Digital Library},
             url = {http://digilib.unila.ac.id/13019/},
        abstract = {

ABSTRACT
Implications  of product knowledge,  level of satisfaction  and purchase preference  to the brand  switching  on BlackBerry  mobile  products in Bandar Lampung
by
Sarastya Satiti



This research  types  are explanations  by using  quantitative  approach.  The Aims  of this  research   are  going  to  gain  an  overview   of  a  situation   and  problems   and interpret  either  partially   or  simultaneously   the  influence   of product  knowledge, level   of   satisfaction    and   purchase   preference    to   the   brand   switching.    The population   is people  who  are use   BlackBerry   mobile  phone  in Bandar  Lampung with the sample  size of 100 respondents.   Authorize  use multiple  linear regression analysis.



The results  showed that the product  knowledge,  satisfaction  levels and preferences affect  the  simultaneous   purchase   of brand  switching.   Satisfaction   levels  have  a significant  effect  on brand  switching  partially.  The most  dominant  variable  is the level  of  satisfaction   (35.1 \%).  Value  of the  coefficient   of  determination   showed
27.4\%   variation   in  brand   switching   BlackBerry    mobile   products    in  Bandar
Lampung  could be explained  by the independent  variables  of product  knowledge, level	of   satisfaction    and   purchasing    preferences.    While,    the   remaining    ts influenced  by other variables  that were not included  in this research  model.



Keywords:	Knowledge    Products,    Satisfaction    Level,   Preference    Purchasing, Brand  Switching.
}
}