The Effect Social Environment of the Switching Intention on Social Media Facebook

The younger generation experiencing exhaustion using social media and tend to reduces frequency login them to social media. Even often move from one social media other social to the media. The decline in users who quite high caused, market share facebook continues to decrease from year to year. Previous studies show that social environment directly the impact of customers switching intention, this paper examine social environment factor that affect user intention to switch social networking sites and knowing about the influence of social environment on switching intention of Facebook users in member HIPMI University in Bandung. We propose and test a reseacrch model with 120 responses from member of HIPMI University in Bandung-Indonesia. Methods used the explanatory survey. Data collection was carried out by using a questionnarie. The reseach model suggest that social enviroment consist of family infuance, information resources, non-comercial resources and social class Had an impact of 46,4 % on an individual switching intention. So that it can be said that social environment give a major impact on switching intention. Finally, we made a discussion in this finding as well as limitation and future study.