Pengaruh Faktor Push-Pull-Mooring Terhadap Perilaku Perpindahan Konsumen Skincare di Daerah Khusus Jakarta

Abstract

Perkembangan pesat yang terjadi oleh industri skincare di Indonesia, salah satunya dikarenakan kemudahan akses informasi melalui media sosial yang memengaruhi perilaku konsumen dalam berpindah merek. Fenomena perpindahan konsumen skincare semakin tinggi menyebabkan persaingan yang sangat ketat. Oleh karena itu, pelaku usaha skincare saling bersaing untuk memastikan pelanggan tetap menggunakan merek tersebut. Penelitian ini bertujuan untuk mengidentifikasi persepsi konsumen, menganalisis pengaruh faktor push-pull-mooring terhadap perilaku perpindahan konsumen, dan peran faktor mooring sebagai moderasi. Penelitian menggunakan pendekatan kuantitatif dengan sampel terdiri dari 213 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner online selama 4 bulan. Data dianalisis menggunakan metode analisis deskriptif dan PLS-SEM. Hasil penelitian menunjukkan bahwa faktor push dan pull berpengaruh positif signifikan terhadap switching intention, faktor mooring berpengaruh negatif signifikan terhadap switching intention, switching intention berpengaruh positif signifikan terhadap terhadap switching behavior. Tetapi, faktor mooring tidak memoderasi hubungan antara push dan pull terhadap switching intention.

Indonesia's skincare industry is experiencing rapid growth, largely driven by the accessibility of information on social media, which heavily influences consumers’ brand-switching behaviour. This increased switching rate has intensified competition, compelling skincare brands to retain customer loyalty. This study examines consumer perceptions and assesses the impact of push-pull-mooring factors on switching behavior, while evaluating mooring's moderating role in the relationship between push and pull factors on switching intention in Jakarta. A quantitative approach was employed with a sample of 213 respondents selected through purposive sampling. The data were collected through an online questionnaire over a period of four months. Data were analyzed using descriptive analysis and Partial Least Squares Structural Equation Modeling (PLS-SEM). The result indicates that push and pull factors significant positive effects on switching intention, while mooring has a significant negative effect on switching intention. Switching intention also has significant positive effect switching behavior. However, the mooring factor does not moderate the push-pull effect on switching intention.