[ABSTRAKFenomena yang dihadapi masyarakat Indonesia pada akhir tahun 2014adalah kenaikan harga bahan bakar minyak jenis Premium akibat pemotongansubsidi.Penelitian ini bertujuan untuk meneliti adanya pengaruh tingkat hargaPremium terhadap perilaku berpindah merek dari produk subsidi ke produk Nonsubsidi.Penelitian ini merupakan penelitian deskriptif dengan menggunakan 142responden yang merupakan konsumen bahan bakar minyak jenis Premium dalamkurun waktu tiga bulan terakhir dari pengambilan data.Instrumen penelitian inimenggunakan kuesioner.Metode pengolahan data menggunakan analisisdiskriminan dengan menggunakan SPSS 20.0.Hasil penelitian menunjukanterdapat pengaruh tingkat harga bahan bakar minyak jenisPremium terhadapperilaku berpindah merek konsumen Premium.Penelitian ini juga mengungkapkanpengaruh etnosentrisme terhadap keputusan berpindah ke Pertamax atau pindahke Non-Pertamina.Hasil penelitian menyarankan kepada Pertamina untuksenantiasa mengevaluasi kebijakan harga bahan bakar minyak jenis Premium danmemberikan pendekatan pesan yang berbeda bagi konsumen dengan tingkatkecenderungan etnosentrisme yang berbeda;

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ABSTRACTDuring the end of 2014, Indonesian consumer is facing an increase in thesubsidized fuel ("Premium") price due to the government policy to cut fuelsubsidy. This research will focus on the effect of subsidized fuel price leveltowards the respondent's switching behaviour to non-subsidized fuel ("Pertamax"or "Non-Pertamina").This research is a descriptive research with 142respondentwhom has been using "Premium" fuel in the last three months (february-may).The instrument used is a questionnaire and the data is analyzed usingdiscriminant analysis in SPSS 20.0. Result shows that there is an effect ofsubsidized fuel pricelevel and ethnocentrism toward consumer's switchingbehaviour and decision. This findings suggest that Pertamina should evaluate the"Premium"'s pricepolicy and to give a different approach in messaging theconsumer based on their ethnocentricism tendency.;During the end of 2014, Indonesian consumer is facing an increase in thesubsidized fuel ("Premium") price due to the government policy to cut fuelsubsidy. This research will focus on the effect of subsidized fuel price leveltowards the respondent's switching behaviour to non-subsidized fuel ("Pertamax"or "Non-Pertamina").This research is a descriptive research with 142respondentwhom has been using "Premium" fuel in the last three months (february-may).The instrument used is a questionnaire and the data is analyzed usingdiscriminant analysis in SPSS 20.0. Result shows that there is an effect ofsubsidized fuel pricelevel and ethnocentrism toward consumer's switchingbehaviour and decision. This findings suggest that Pertamina should evaluate the"Premium"'s pricepolicy and to give a different approach in messaging theconsumer based on their ethnocentricism tendency.;During the end of 2014, Indonesian consumer is facing an increase in thesubsidized fuel ("Premium") price due to the government policy to cut fuelsubsidy. This research will focus on the effect of subsidized fuel price leveltowards the respondent's switching behaviour to non-subsidized fuel ("Pertamax"or "Non-Pertamina").This research is a descriptive research with 142respondentwhom has been using "Premium" fuel in the last three months (february-may).The instrument used is a questionnaire and the data is analyzed usingdiscriminant analysis in SPSS 20.0. Result shows that there is an effect ofsubsidized fuel pricelevel and ethnocentrism toward consumer's switchingbehaviour and decision. This findings suggest that Pertamina should evaluate the"Premium"'s pricepolicy and to give a different approach in messaging theconsumer based on their ethnocentricism tendency.;During the end of 2014, Indonesian consumer is facing an increase in thesubsidized fuel ("Premium") price due to the government policy to cut fuelsubsidy. This research will focus on the effect of subsidized fuel price leveltowards the respondent's switching behaviour to non-subsidized fuel ("Pertamax"or "Non-Pertamina").This research is a descriptive research with 142respondentwhom has been using "Premium" fuel in the last three months (february-may).The instrument used is a questionnaire and the data is analyzed usingdiscriminant analysis in SPSS 20.0. Result shows that there is an effect ofsubsidized fuel pricelevel and ethnocentrism toward consumer's switchingbehaviour and decision. This findings suggest that Pertamina should evaluate the"Premium"'s pricepolicy and to give a different approach in messaging theconsumer based on their ethnocentricism tendency., During the end of 2014, Indonesian consumer is facing an increase in thesubsidized fuel ("Premium") price due to the government policy to cut fuelsubsidy. This research will focus on the effect of subsidized fuel price leveltowards the respondent's switching behaviour to non-subsidized fuel ("Pertamax"or "Non-Pertamina").This research is a descriptive research with 142respondentwhom has been using "Premium" fuel in the last three months (february-may).The instrument used is a questionnaire and the data is analyzed usingdiscriminant analysis in SPSS 20.0. Result shows that there is an effect ofsubsidized fuel pricelevel and ethnocentrism toward consumer's switchingbehaviour and decision. This findings suggest that Pertamina should evaluate the"Premium"'s pricepolicy and to give a different approach in messaging theconsumer based on their ethnocentricism tendency.]