| There are two types of cigarettes in Indonesia, traditional and electric cigarettes. Looking at forecasting the sale of cigarettes, by 2020 electric cigarettes will be larger and continue to grow compared to electric cigarettes. With the increase of electric cigarette users, it is interesting to investigate whether the variable of customer satisfaction, price, product quality, and customer experience influence switching behavior of cigarette consumer to electric cigarette in Jabodetabek. The research method used is interview, observation and questionnaire. Preliminary questionnaires will be tested validity and reliability test first using SPSS 16.0 software. A valid and reliable questionnaire will be used as a research questionnaire with the number of respondents 200 users of electric cigarette in Jabodetabek. The steps in data processing are sample adequacy test, normality test with SPSS 16, then processing SEM method with LISREL 8.70 software. Based on the result of data processing, customer satisfaction has no significant effect on switching behavior, price significantly influence switching behavior, product quality has no significant effect on switching behavior, and customer experience has significant effect on switching behavior. Through this research, it is expected that the electric cigarette entrepreneurs can increase the sales and expected further research to analyze the existence of mediation variables on the variable that has no significant effect. |