PENGARUH KETIDAKPUASAN, DAYA TARIK PESAING DAN PENCARIAN VARIASI TERHADAP PERPINDAHAN MEREK ELZATTA HIJAB
Abstract
Perkembangan industri fashion Muslim yang semakin kompetitif menyebabkan perusahaan perlu memahami faktor yang memengaruhi perilaku perpindahan merek (brand switching behavior) konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh ketidakpuasan, daya tarik pesaing, dan pencarian variasi terhadap perilaku perpindahan merek pada konsumen Elzatta Hijab di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan desain explanatory research. Data dikumpulkan melalui penyebaran kuesioner kepada 204 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Square–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa ketidakpuasan tidak berpengaruh signifikan terhadap perilaku perpindahan merek. Sementara itu, daya tarik pesaing dan pencarian variasi berpengaruh positif dan signifikan terhadap perilaku perpindahan merek. Secara simultan, ketiga variabel penelitian mampu menjelaskan perilaku perpindahan merek dengan nilai koefisien determinasi (R²) sebesar 60,8%. Daya tarik pesaing menjadi faktor yang paling dominan dalam memengaruhi keputusan konsumen untuk berpindah merek. Temuan ini menunjukkan bahwa perpindahan merek pada konsumen Elzatta Hijab lebih dipengaruhi oleh persepsi terhadap keunggulan merek alternatif dan kecenderungan konsumen dalam mencari variasi produk dibandingkan ketidakpuasan terhadap merek yang digunakan.
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