Pengaruh Push-Pull-Mooring Effects terhadap Switching Behavior Konsumen Brand Asing ke Brand Lokal pada Industri Kosmetika Indonesia

Abstract

Industri kosmetika Indonesia berkembang pesat seiring bertambahnya jumlah brand kosmetika. Meskipun brand asing masih mendominasi, konsumen khususnya Generasi Z dan Milenial mulai beralih ke brand lokal yang dinilai lebih aman, sesuai dengan karakteristik kulit Indonesia, serta dipengaruhi fenomena boikot terhadap brand yang terafiliasi isu global seperti Israel dan fast beauty. Kondisi ini mendorong perpindahan konsumen dari brand asing ke brand lokal. Penelitian ini bertujuan menganalisis pengaruh push effects, pull effects, dan mooring effects terhadap switching intention dan switching behavior pada industri kosmetika. Data diperoleh dari 271 responden di Jabodetabek, Bandung, dan Surabaya menggunakan metode quota random sampling dan dianalisis dengan analisis deskriptif serta SEM-PLS. Hasil penelitian menunjukkan bahwa push effects tidak berpengaruh signifikan terhadap switching intention, sehingga factor negatif dari brand asing bukan alasan utama perpindahan. Sebaliknya, pull effects berpengaruh signifikan terhadap switching intention. Mooring effects berpengaruh signifikan negatif serta memoderasi hubungan antara pull effects dan switching intention. Switching intention terbukti berpengaruh signifikan terhadap switching behavior, di mana mayoritas responden lebih sering menggunakan brand lokal dibanding brand asing.

The Indonesian cosmetics industry is experiencing rapid growth, with an increasing number of cosmetics brands. Although international brands still dominate the market, consumers particularly Generation Z and Millennials, have started shifting toward local brands that are perceived as safer and more suitable for Indonesian skin, alongside the influence of boycott movements against brands associated with global issues, such as Israel-affiliated products and fast-beauty. This situation drives consumer switching from foreign to local brands. This study aims to analyze the effects of push effects, pull effects, and mooring effects on switching intention and switching behavior in the cosmetics industry. Data were collected from 271 respondents in Jabodetabek, Bandung, and Surabaya using quota random sampling, and analyzed through descriptive statistics and SEM-PLS. The results show that push effects do not have a significant influence on switching intention, indicating that negative factors from foreign brands is not the main driver of switching. In contrast, pull effects have a significant influence on switching intention. Mooring effects have a negative significant influence and moderate the relationship between pull effects and switching intention. Switching intention is proven to significantly influence switching behavior, with most respondents using local brands more frequently than foreign brands.