The Relationship Between Conformity and Brand Switching Intention on Adolescent Handphone Brand

Abstract

This study aims to determine the relationship between conformity with brand switching
intentions of cellphone brands among adolescents in Sungailiat Bangka district. The
hypothesis in this study is that there is a positive relationship between conformity with
brand switching intentions of cellphone brands in adolescents. Subjects in this study were
190 adolescents in Sungailiat Bangka sub-district, aged 16-21 years. The data collection
process in this study used two scales; they are conformity scale and brand switching
intention scale. The conformity scale consisted of 46 items while the brand switching
intention consisting of 45 items. The data analysis technique used the product-moment
correlation technique to find out more about the relationship between the independent
variables, namely conformity and dependent variables, namely the intention of brand
switching. The researcher found that the calculation result of r ^ 2 was 0.999 with a
percentage of 99.9% and a p-value of 0.000.