PENGARUH VARIETY SEEKING SEBAGAI VARIABEL MODERASI TERHADAP KEPUTUSAN BERPINDAH MEREK

Abstract

The purpose of this study was to examine the consumer dissatisfaction, characteristics of product category, competitors advertising on brand switching decisions with variety seeking as a moderating. The data were collected by a questionnaires with involving 200 respondents. Meanwhile sample collecting was done by non-probability sampling method, namely
purposive sampling with criteria respondents who have used SIM card and smartphone are classified as netizens. After completing data, SEM AMOS and SPSS MRA were applied to test the hypotheses have been formulated. The results show that firstly, consumer dissatisfaction has a positive effect on brand switching decision, secondly, the characteristics of the product category has a positive effect on brand switching decision, thirdly, the advertising competitor has a positive effect on brand
switching decision, fourthly, consumer dissatisfaction and brand switching decision are not influenced by variety seeking as a moderation, and the last one is a variety seeking as a moderation has significant effect on the characteristics of the product category to brand switching decision. This study has examined the factors that influence brand switching decision. However, there are several variables that may influence the brand switching decision that were not tested yet. Thus, the future researchs are expected to complete the limitation of this research.