THE ROLE OF CUSTOMER SATISFACTION AFFECTED PRODUCT QUALITY AGAINST DECISION OF BRAND SWITCHING

The purpose of this study is to examine the effect of product quality on the decision of brand switching through customer satisfaction. The variables examined in this study are the variables of the influence of product quality, the decision to move the brand through customer satisfaction. The population of this study were Smartphone users who had used the Samsung brand with purposive sampling method, which had the criteria of ever using Samsung products, domiciled in Denpasar City, and had the last high school education. Data was collected through questionnaires. The analysis technique used is a sobel test using path analysis. Based on the results of the analysis found that product quality variables have a positive and significant effect on customer satisfaction. Product quality variables have a negative and significant effect on brand switching decisions. Variable of customer satisfaction has a negative and significant effect on the decision to move the brand of Smartphone users. Consumer satisfaction mediates the influence of product quality with decision to move the Samsung brand to another brand. Keywords: Product quality, customer satisfaction, brand switching, Samsung.