| The objectives of this study are to examine the effects of actual switching behavior, perceived service fairness, perceived service quality, and social influences on user switching behavior intention. Second, to finds influence factors of user decicions to retain or switch mobile operator. Third, to understand user characteristics of mobile operator subscriber. Respondents of this research are senior high school and university students, age between 14-21 years old. The data collection was held through questionaires and distributed to 415 respondents; which came from 10 Senior High Schools and 6 Universities in Central Jakarta and West Jakarta. The sampling method for this research using cluster sampling. Independent variables that being used are Actual Switching Behavior (ASB), Perceived Service Fairness (PSF), Perceived Service Quality (PSQ), and Social Influences (SCI), to find the influences on dependent variable Switching Behavior Intention (SBI). Four hypothesis are tested to find out any positive influences of ASB, PSF, PSQ, SCI on SBI using Binary Logistic Regression in SPSS 19. The results indicate ASB, PSF, PSQ, SCI variables have p-value less than a = 0.05, so regression coefficient for those variables are significant to influence SBI. Nagelkerke R Square value is 40.7%. Overall percentage that predicted the research model showed a good result 75.9%. Respondents who don't have intention to switch 252 people (60.7%) and respondents who have intention to switch 163 people (39.3%). The factor that mostly influences respondents not to switch is their reluctance to change mobile number 103 people (40.9%). And the factors that influence respondents to switch are high cost tariff 46 people (28%) and often network problems 44 people (27%). |