ABSTRACT In this study, the authors exarninecl the effect of prices" sen,ice qualitr,. aclvertising. and trLrst tou,arcl bland slvitching behaviol to purchase nrobile sirrcard GSN{ celr-rllar in tlre citr of Yogvaharta. 1'he sarnple userl 200 rcspondcl.)ts. I)ata collecteil lrr tlte srrn,e-r rre thrrcl u ith cluestionnaircs clirectly to the lespondents. Data unal-r sis lccirriilLrcs in this stLrclr Lrsing Sl:\'1 itnalvsis (StluctLrral L,qLration N'loclcling) u'hicli is operatecl throLrgh a proglrlm r\N1OS ll.llrese results indicate prices is signilicant positive el'lbct on the brancl srvitchiull bchavior'. scrlice tprality is not significant negative eff'ect on the brand sr,r,itching behavior, advertising is signiticant negative effect on the brand srvitching beliavior. brand trLrst is significarrt negative etlect on the brarrd srvitching behavior.