Analisis Faktor-Faktor yang Mempengaruhi Brand Switching Terhadap Barokah Jaya Motor Mojokerto
DOI:
https://doi.org/10.30640/trending.v4i1.7772Keywords:
Brand Switching, Consumer Trust, Dissatisfaction, Price, PromotionAbstract
This study examines the factors underlying consumer brand switching toward Barokah Jaya Motor Mojokerto amid increasingly competitive motorcycle repair services. A quantitative design using Exploratory Factor Analysis (EFA) was applied to data from 145 respondents selected through purposive sampling from a population of 227 customers. The questionnaire contained 20 indicators representing price, consumer trust, dissatisfaction, and promotion and was measured on a five-point Likert scale. Instrument reliability coefficients ranged from 0.632 to 0.851. The Kaiser-Meyer-Olkin value was 0.803 and Bartlett’s Test of Sphericity was significant (p < 0.001), confirming the adequacy of the data for factor analysis. Principal Component Analysis with Varimax rotation generated five factors explaining 61.289% of the total variance. The dominant factor was Promotional Attractiveness and Consumer Experience (23.693%), followed by Price Value Perception (10.968%), Trust and Service Responsiveness (10.648%), Competence and Service Consistency (8.203%), and Service Quality and Complaint Handling (7.777%). Two indicators were removed because their factor loadings were below 0.50. The findings indicate that customer switching in motorcycle repair services is shaped by an integrated evaluation of promotional exposure, service experience, perceived price value, trust, technical competence, and complaint resolution.
References
Akbar, A. A., Setyawati, N. W., & Sumantyo, F. D. S. (2025). Pengaruh kualitas pelayanan dan kepercayaan terhadap kepuasan konsumen pada Bengkel Kabia Jaya Motor (KJM) Pondok Timur Indah Bekasi. Fibonacci: Jurnal Ilmu Ekonomi, Manajemen dan Keuangan, 1(3), 142–154. https://doi.org/10.63217/fibonacci.v1i3.114
Aula, V., Rahayu, R., & Dwihandoko, T. H. (2024). Pengaruh produk dan harga terhadap keputusan pembelian dengan word of mouth (WOM) sebagai variabel moderating (studi kasus pada UD Farida Jaya Plastik Mojokerto). Universitas Islam Majapahit.
Caniago, A. (2022). Analisis kepercayaan dan kualitas pelayanan terhadap kepuasan pelanggan. Jurnal Lentera Bisnis, 11(3), 219–231. https://doi.org/10.34127/jrlab.v11i3.652
Febriansyach, M. Y., & Kusasih, I. A. K. R. (2022). Pengaruh lifestyle, kualitas layanan, tempat dan variety seeking terhadap brand switching Barbershop SAN. JEBDEKER: Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital, Ekonomi Kreatif, Entrepreneur, 2(2), 10–20. https://doi.org/10.56456/jebdeker.v2i2.104
Ghamry, S., & Shamma, H. M. (2022). Factors influencing customer switching behavior in Islamic banks: Evidence from Kuwait. Journal of Islamic Marketing, 13(3), 688–716. https://doi.org/10.1108/JIMA-01-2020-0021
Hartono, H., Dwihandoko, T. H., & Muslimin, M. (2023). The influence of total quality management (TQM), reward systems, and performance measurement systems on company performance through employee productive behavior as mediation variables in garment companies. Indonesian Interdisciplinary Journal of Sharia Economics, 6(1), 292–312. https://doi.org/10.31538/iijse.v6i1.2793
Hijriany, R. W., & Purwaningsih, S. S. (2022). Faktor-faktor yang mempengaruhi perilaku perpindahan merek pada konsumen (studi kasus produk IndiHome di wilayah Bandung Raya). Applied Business and Administration Journal, 1(3), 112–127.
Hutauruk, S. M. L., Hadi, P., & Handayani, T. (2021). Analisis faktor-faktor yang mempengaruhi brand switching terhadap penggunaan e-wallet. Konferensi Riset Nasional Ekonomi, Manajemen, dan Akuntansi, 2, 339–348.
Lestari, N. K. (2022). Brand switching behaviour pada produk skincare halal ditinjau berdasarkan prior experience dan variety seeking buying behaviour. AKSY: Jurnal Ilmu Akuntansi dan Bisnis Syariah, 4(2), 103–120. https://doi.org/10.15575/aksy.v4i2.23537
Mahfudin, D., Zunaida, D., & Chanafi, A. (2025). Analisis perilaku konsumen brand switching produk handphone. JIAGABI, 13(2), 284–292.
Purnama, N. I., Siswadi, Y., Mujiatun, S., & Jufrizen, J. (2021). Model perilaku brand switching konsumen dalam pembelian produk otomotif di Kota Medan. Jurnal Ilmiah Manajemen dan Bisnis, 22(2), 151–163. https://doi.org/10.30596/jimb.v22i2.7305
Rahmawati, E., & Nurhadi, N. (2023). Pengaruh brand trust, electronic word of mouth, dan variety seeking terhadap perilaku perpindahan merek Lazada di Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(3), 1262–1278. https://doi.org/10.47467/alkharaj.v6i3.3743
Ramadhan, A. S., & Marpaung, N. (2024). Pengaruh word of mouth, dissatisfaction, variety seeking terhadap brand switching jasa kurir J&T Express. Transekonomika: Akuntansi, Bisnis dan Keuangan, 4(2), 132–146. https://doi.org/10.55047/transekonomika.v4i2.619
Safitri, D. A., Damarsiwi, E. P. M., & Abi, Y. I. (2025). The effect of brand image, product quality, and price on brand switching in Skintific skincare in Bengkulu City. Jurnal Pusat Manajemen, 2(2), 147–154. https://doi.org/10.37676/jpm.v2i2.1025
Sopiyan, P. (2021). Pengaruh customer perceived value dan switching barriers terhadap customer retention. Coopetition: Jurnal Ilmiah Manajemen, 12(3), 455–463. https://doi.org/10.32670/coopetition.v12i3.295
Susanti, F., Barkah, C. S. T., Tresna, P. W., & Chan, A. (2021). Analisis faktor-faktor yang mempengaruhi perpindahan merek (brand switching) pada produk susu. Jurnal Ekonomi, Bisnis, dan Akuntansi, 23(1), 30–44.
Tang, J., Yang, F., & Yang, T. (2023). Perceived uncertainty and switching intention on e-commerce platforms: The moderating role of usage habit. Electronic Commerce Research and Applications, 61, 101302. https://doi.org/10.1016/j.elerap.2023.101302
Tonda, F., Ali, H., & Khan, M. A. (2024). Pengaruh promosi dan online customer reviews terhadap keputusan pembelian melalui minat beli (literature review manajemen pemasaran). Jurnal Manajemen dan Pemasaran Digital, 2(3), 181–194. https://doi.org/10.38035/jmpd.v2i3.199
Ye, D., Liu, F., Cho, D., & Jia, Z. (2022). Investigating switching intention of e-commerce live streaming users. Heliyon, 8(10), e11145. https://doi.org/10.1016/j.heliyon.2022.e11145
Zhao, C., Noman, A. H. M., & Hassan, M. K. (2023). Bank’s service failures and bank customers’ switching behavior: Does bank reputation matter? International Journal of Bank Marketing, 41(3), 550–571. https://doi.org/10.1108/IJBM-07-2022-0287
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Galang Dewa Maulana, Toto Heru Dwihandoko, Hartono Hartono
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
