Evaluation of Brand Switching Factors for Smartphones Products in Surabaya, Indonesia

The purpose of this research is to analyze the factors influence the smartphone brand switching in Surabaya City, Indonesia during the pandemic. The research uses quantitative approach to analyze the data collected from 128 respondents by purposive sampling with exploratory factor analysis technique to analyze the possible factors in switching smartphone brands. The study found four factors influence the switching brands among consumers, namely, “Loyalty”, “Comfort”, “Knowledge” and “Cost”. The higher the loyalty on currently used brand will make the possibility to switch brand is low. The “Comfort” factor shows that the consumers aren’t likely to switch brands once they feel the enjoyment in using the current brand. The “Knowledge” factor about product quality, feature and performance can urge the consumers to stay or leave the current brand. The last factor “Cost” directs the consumers to switch the brand of their smartphones if the consumers do not need too much sacrifice. The suggestions for future study are the possibility to use other analysis technique and its implementation to other product types.