Pengaruh Faktor Push-Pull-Mooring terhadap Brand Switching Behavior Konsumen Air Minum dalam Kemasan (Studi Kasus Gen Z di Indonesia) DI

Abstract

Konsumsi air minum dalam kemasan (AMDK) terus mengalami peningkatan seiring dengan berkembangnya pola hidup sehat di kalangan masyarakat. Persaingan antarmerek AMDK di pasar semakin ketat sehingga mendorong munculnya fenomena brand switching behavior. Fenomena ini terjadi ketika konsumen yang sebelumnya loyal terhadap suatu merek berpindah ke merek pesaing yang dianggap lebih baik dibandingkan merek sebelumnya. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor dalam model push-pull-mooring (PPM) yang memengaruhi brand switching behavior pada produk AMDK di Indonesia. Penelitian ini dilakukan secara daring pada bulan Maret hingga Juli 2025 melalui penyebaran kuesioner menggunakan Google Form. Sampel penelitian berjumlah 212 responden Gen Z di Indonesia yang dipilih dengan menggunakan teknik purposive sampling. Data yang diperoleh dianalisis menggunakan metode analisis deskriptif dan PLS-SEM. Hasil penelitian menunjukkan bahwa pull factor dan mooring factor berpengaruh positif dan signifikan terhadap switching intention. Namun, mooring factor tidak memoderasi pengaruh antara push factor dan pull factor terhadap switching intention. Selain itu, switching intention berpengaruh positif dan signifikan terhadap switching behavior.

The consumption of bottled drinking water continues to rise in line with the growing trend of healthy lifestyles among the public. As competition among BDW brands in the market intensifies, the phenomenon of brand switching behavior has emerged. This phenomenon occurs when consumers who were previously loyal to a particular brand switch to a competing brand that is perceived to be better than the one they previously used. This study aims to identify the factors within the push pull-mooring (PPM) model that influence brand switching behavior in BDW products in Indonesia. The research was conducted online from March to July 2025 through the distribution of questionnaires using Google Forms. The study sample consisted of 212 Generation Z respondents in Indonesia, selected using purposive sampling techniques. The data obtained were analyzed using descriptive analysis and PLS-SEM. The results show that both the pull factor and mooring factor have a positive and significant influence on switching intention. However, the mooring factor does not moderate the relationship between the push factor and the pull factor on switching intention. Additionally, switching intention has a positive and significant influence on switching behavior.