Jurnal Administrasi Bisnis (JAB)| Vol. 1 No. 1 Januari 2015| administrasibisnis.studentjournal.ub.ac.id 1 THE INFLUENCE OF BRAND IMAGE, PRICE AND PROMOTION ON BRAND SWITCHING (Survey on Student of Business Administration Faculty of Administrative Science Brawijaya University Who Had Ever Switched to Other SIM Card Providers) Adi Cahyono Djamhur Hamid Andriani Kusumawati Fakultas Ilmu Administrasi Universitas Brawijaya Malang Email : go.adica@gmail.com Abstrak Tujuan dari penelitian ini adalah memahami citra merek, harga dan promosi secara simultan memiliki pengaruh terhadap Brand Switching. Memahami pengaruh citra merek terhadap Brand Switching. Memahami pengaruh harga terhadap Brand Switching. Memahami pengaruh promosi terhadap Brand Switching. Jenis penelitian ini menggunakan penelitian penjelasan dengan pendekatan kuantitatif. Hasil penelitian regresi linear berganda menunjukkan bahwa: Citra merek, harga dan promosi memiliki pengaruh secara simultan terhadap Brand Switching berdasarkan nilai F-test sedangkan Promosi adalah yang paling dominan memiliki pengaruh terhadap Brand Switching berdasarkan nilai t-test karena pelanggan mendapatkan informasi dan iklan yang menarik tentang kelebihan dari produk, tertarik dengan promosi penjualan seperti sms gratis, tambahan kuota internet dan telpon gratis pada waktu yang ditentukan. Sedangkan Citra merek, harga dan promosi juga memiliki pengaruh yang signifikan terhadap Brand switching. Oleh karena itu, perusahaan diharapkan untuk meningatkan dan mempertahankan kualitas promosi yang memiliki pengaruh besar terhadap Brand switching. Kata kunci : Brand image, Price, Promotion and Brand switching Abstract This study aimed to understanding the simultaneously influences of the brand image, price and promotion on brand switching. Understanding the influence of brand image on brand switching. Understanding the influence of price on brand switching. Understanding the influence of promotion on brand switching. The type of this research used explanatory research with quantitative approach. The result of the study multiple linear regression reveals that: Brand Image, Price and Promotion has influences simultaneously on Brand Switching based on the F-test value and Promotion has dominant influence based on the t-test value. Promotion reasons has significant influence on brand switching are consumer obtained the information and interesting advertising about the superiority of the product, consumer attracted with sales promotion such as free short messages service (SMS), additional internet quota and free of charge phone calls in specified time and it triggered the consumer to switch to other products. Brand image has a significant influence on Brand Switching. Price has a significant influence on Brand Switching. Promotion has a significant influence on Brand Switching. Therefore, the company is expected to improve and maintain the quality of the promotion that has big influence on Brand Switching. Key words: Brand image, Price, Promotion and Brand switching 1. INTRODUCTION OF THE RESEARCH The rapid development of technology has contemporarily changed the pattern of life such as facility delivery of news, ideas and producing higher human comfort and solving the problem of time and space efficiency. In Indonesia, even mobile phones have changed the map of the telecommunications industry radically. Mobile phone that was one of a luxury item, only certain groups could enjoy it, now easily to get and cheaper, both in wire line telecommunications facilities or fixed line wireless and mobile. All the way of life have access to telecommunications facilities can use for various