The Effect of Product Features and Reference Groups on Brand Switching Decisions of Android Smartphone Users to iPhones on Unsrat Fisip Students

In this study, it was conducted to determine the influence of product features and reference groups on the decision of brand switching Android smartphone users to iPhone in FISIP Unsrat students. This study used a quantitative approach and data collection carried out through the distribution of questionnaires. The number of samples that has been determined using the Roscoe formula with a sample number of 100 respondents. The data obtained is then processed through SPSS version 23. The data analysis technique uses multiple linear regression analysis. The existing data is then processed and interpreted so that it can draw conclusions. Based on the results of the study, it is known that product features and reference groups have a significant effect on brand switching Android smartphone users to iPhone in FISIP Unsrat students, which is 30.5%. In this study, there are several factors that can influence brand switching decisions are innovations that are more attractive than competing products, user experience, lack of consumer satisfaction with the products used and get recommendations from several parties