As the 21st century world would be a cellular age going by the phenomenal increase in cell phones worldwide, the Southeast Asia's market is experiencing a tremendous growth of mobile penetrations in the context of a region for developing countries with large population concentration. The mobile revolution has triumphed in Southeast Asia and become the key hub of the world's mobile & telecom market in terms of penetration and innovation, and promoted the best of mobile-based implementations in the region Asia. Therefore, as the competition becomes more intensified, it is important to any companies to anticipate any changes in its customers' preferences, especially all variables related to the customer dissatisfaction and varieties seeking that are much revealed in prior studies. This study has two objectives; firstly, it aims to examine the effect of consumer dissatisfaction, variety seeking, and sales promotions simultaneously on brand switching. Secondly, it will explore a further relationship, which is rarely investigated in prior studies, between consumer dissatisfaction and brand switching, which is moderated by the variety seeking. By using 240 respondents in the 2010-GSM prepaid cards' market situation, we used logistic regression to analyze the data. The results reveal that consumer dissatisfaction and sales promotion are significantly positive related to brand switching. The variety seeking moderates the effect of consumer dissatisfaction on brand switching, and as the moderating variable, the variety seeking has weakened the effect of consumer dissatisfaction on brand switching.

The purpose of this study is to investigate the effect and also interrelationship between the variables of e-WOM, brand image, and purchase intention of Samsung smartphones in Jayapura. 100 students from various colleges that spread across Jayapura city were sampled in this research. A quantitative approach with deduction and causal hypothesis testing was employed in this project. Cross-sectional method was also conducted in this study to design the survey with research time dimension. Sampling process of respondents were done using non-probability sampling with purposive sampling technique, by judgment sampling. To analyse data and test the hypotheses, multiple regression and hierarchical regression analyses were applied utilising statistical software, SPSSVer.21.0. The results of its hypothesis testing prove that e-WOM has a significant positive effect on brand image and purchase intention, while the brand image itself promotes a positive influence on purchase intention. Meanwhile the mediation testing demonstrates the brand image partially facilitates the relationship between e-WOM and purchase intention.