Pengaruh Lifestyle dan Quality Product terhadap Brand Switching dengan Variety Seeking sebagai Variabel Moderasi pada Peralihan Smartphone Android ke Iphone
DOI:
https://doi.org/10.37481/jmeb.v5i2.1230Keywords:
Lifestyle, Quality Product, Brand Switching, Variety SeekingAbstract
This study involved 100 respondents to examine the influence of lifestyle and product quality on brand switching, with variety seeking as a moderating variable. Primary data was collected through interviews and questionnaires. Data analysis was performed using SmartPLS 3, which includes outer model analysis, inner model analysis, and hypothesis testing. The findings indicate that the model shows adequate validity and reliability. Hypothesis testing reveals that both lifestyle and product quality have a significant positive effect on brand switching, meaning that consumers' preferences for lifestyle and high-quality products encourage them to switch brands. Additionally, variety seeking also has a significant positive effect on brand switching, indicating that consumers seek variety when choosing brands. However, variety seeking does not moderate the relationship between lifestyle and product quality with brand switching, meaning that while variety seeking influences brand switching, it does not strengthen or weaken the impact of lifestyle or product quality on this behavior. The implications of these results suggest that brands should focus on aligning their products with consumers' lifestyles and ensuring high product quality to drive brand switching.
References
Auliya, Z., Meidea, I., Dewi, R. S., & Prabawani, B. (2024). Pengaruh Kualitas Produk Dan Persepsi Harga Terhadap Brand Switching Melalui Ketidakpuasan Konsumen Sebagai Variabel Intervening (Studi Pada Brand Switching Laptop Merek Asus Ke Merek Lain Di Kota Semarang). Ilmu Administrasi Bisnis, 13(1), 186–198.
Beno, J., Silen, A. ., & Yanti, M. (2022). Pengaruh Variety seeking, brand image, dan product quality terhadap keputusan pembelian. In Braz Dent J. (Vol. 33, Issue 1).
Biilman, L. G., Andrianto, N. M., Irawan, A. W., Pakuan, U., & Bogor, K. (2022). Pengaruh Lifestyle dan Variety Seeking terhadap Brand Switching Pada Pengguna Smartphone Android yang Beralih ke Smartphone Iphone (Penelitian Pada Mahasiswa Universitas Pakuan Bogor). Manajemen Pratama, 307(1), 22.
Febiastuti, S., & Nawarni, A. T. (2018). Factors Influencing Brand Switching Behavior: Role Of Variety Seeking Need As Moderator Variable. Journal of Research in Management, 1(2), 14. https://doi.org/10.32424/jorim.v1i2.24
Hapsari, A., & Lisdayanti, A. (2023). Millennial Generation Decisions Are Based on Social Factors and Prices Which Are Moderated By Lifestyle. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 539–549. https://doi.org/10.31955/mea.v7i3.3397
Mari Ci, A., & Raymond. (2021). Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Rumah Di Golden City Residence Kota Batam. JURNAL ILMU: Jurnal Ilmiah Mahasiswa, 3(3), 3.
Mongisidi, S. J., Ekonomi, F., & Manajemen, J. (2019). Pengaruh Lifestyle Dan Harga Terhadap Keputusan Pembelian Sepatu Nike (Studi Kasus Manado Town Square). Ekonomi Manajemen Dan Bisnis, 7(3), 110.
Nazarudin, H., & Syad, A. I. (2023). Penerapan Teori Planned of Behavior untuk Memprediksi Niat Berkunjung pada Obyek Wisata Kabupaten Lembata di Masa Pendemi Covid 19. Jurnal Penelitian Manajemen Terapan (PENATARAN), 8(1), 104–110.
Salvariza, M., & Indriani, F. (2023). Pengaruh Harga, Kualitas Produk dan Promosi Terhadap Brand Switching (Studi Pada Konsumen Produk Smartphone Samsung Di DKI Jakarta Yang Berpindah Merek). Diponegoro Journal of Management, 12(3), 1–12. http://ejournal-s1.undip.ac.id/index.php/dbr
Septiani, S., Sri Purwanti, R., & Toto. (2020). Pengaruh Ketidakpuasan Konsumen Dan Variety Seeking Terhadap Brand Switching (Suatu Studi Pada Konsumen Toko Elin Kosmetik Yang Berpindah Dari Sariayu Ke Wardah). Business Management And Entrepreurship Journal, 2(September), 67–81. https://jurnal.unigal.ac.id/bmej/article/view/3767
Suprapto, I. A. (2024). Lifestyle Dan Variety Seeking Pengaruhnya Terhadap Keputusan Brand Switching Pengguna Smartphone Samsung Pada IPhone (Studi Kasus Pada Generasi Z di Kota Bandung). Jurnal Bisnis, Manajemen & Ekonomi, 21(2), 940–953. https://doi.org/10.33197/jbme.vol21.iss2.2023.2086
Thaniedsa, S. (2022). Pengaruh Harga, Kualitas Produk dan Kepuasan Konsumen Terhadap Keputusan Brand Switching Dengan Variety Seeking Sebagai Moderasi.
Wolff, M., Tumbuan, W. J. F. A., & Lintong, D. C. A. (2021). Pengaruh Gaya Hidup, Harga Dan Citra Merek Terhadap Keputusan Pembelian Produk Smartphone Merek Iphone Pada Kaum Perempuan Milenial Di Kecamatan Tahuna. Ekonomi Bisnis Manajemen Dan Akuntansi (EBMA), 10(1), 1671–1681. https://ejournal.unsrat.ac.id/index.php/emba/article/viewFile/39411/36142
Yusuf, M. F., Badi’ah, R., & Dedyansyah, A. F. (2024). Meningkatkan Repurchase Intention melalui Security dan Satisfaction: Studi Kasus Marketplace di Indonesia. JEBDEKER: Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital, Ekonomi Kreatif, Entrepreneur, 4(2), 295–304. https://doi.org/10.56456/jebdeker.v4i2.266.
