European Journal of Business and Social Sciences, Vol. 3, No. 6 , pp 126-135, September 2014. P.P. 126 - 135 URL: http:/ / www.ejbss.com/ r ecent.aspx ISSN: 2235 -767X EUROPEAN JOURNAL OF BUSINESS AND SOCIAL SCIENCES 126 THE ANTECEDENT VARIABLES OF ATTITUDE IN FORMI NG I NTENTION TO SWI TCH SMARTPHONE (The Survey Study: Samsung Brand in Surakarta) Setiawan, MM; Dr. Budhi Haryanto, MM Email: setiawan_forestry@yahoo.com; budhiharyanto@yahoo.com Economic Faculty of Sebelas Maret University Surakarta, ABSTRACT he i ntention to swi tch smartphone is an interesti ng issue to be studied, because it can be used to elaborate the consumers’ intention to switch otherwise give insights and stimuli for marketer to maintain their relationship with customers. The survey study based on descriptive research used to describe characteristic of a population or phenomenon being studied. The results obtain from a consumer perception’s questionnaire of intention to switch Samsung smartphone. The questionnaire contain of six variables and thirty one items. Four variables are independent variables namely: product attributes, price fairness, convenience, and perceived value. The dependent variable is intention to switch smartphone, and mediating variable is attitude toward switching. Convenience sampling technique was used to collect 250 respondents and there are 23 responses cat egori zed as unusable. The remaining 227 respondents (90,8 %) are usable questionnaires were analyzed with SEM by using AMOS 16 computer programm. The findings have revealed that there are two of variables are not supported, they are product attributes and price fairness. Consumers will consider beyond phisical attributes and price, they are: beneficial and image attribute. They engage in a form value of benefit-cost ratio. Beside that, convenience and perceived value were found positive significant on attitude toward switching. This circumstance are the same with mediating variable attitude toward switching on intention to switch smartphone. In this study, impli cations of the results wer e also discussed. Keywords : intention to switch smartphone, attitude toward switching, product attributes, price fairness, convenience, perceived val ue. T