Quasi-Moderasi Variety seeking dalam Hubungan Deal proneness dan Switching intention pada Konsumen Gen Z E-commerce Fashion
DOI:
https://doi.org/10.38035/jkmt.v4i2.662Keywords:
Switching Intention, Customer Dissatisfaction, Deal Proneness, Variety Seeking, Push-Pull-Mooring, Generasi Z, E-commerce FashionAbstract
Pertumbuhan e-commerce fashion mendorong persaingan yang semakin ketat dan memperkuat kecenderungan perpindahan merek pada konsumen muda. Penelitian ini bertujuan untuk menganalisis pengaruh Customer Dissatisfaction dan Deal Proneness terhadap Switching Intention pada konsumen Generasi Z di Kota Tasikmalaya, serta menguji peran moderasi Variety Seeking dalam kerangka Push-Pull-Mooring (PPM). Penelitian ini menggunakan pendekatan kuantitatif dengan kuesioner terstruktur kepada 170 responden Generasi Z berusia 17–27 tahun yang pernah membeli produk fashion melalui platform e-commerce. Data dianalisis menggunakan Moderated Regression Analysis (MRA) dengan bantuan IBM SPSS Statistics versi 26. Hasil penelitian menunjukkan bahwa Customer Dissatisfaction berpengaruh positif dan signifikan terhadap Switching Intention, sedangkan Deal Proneness tidak berpengaruh langsung secara positif. Variety Seeking berpengaruh positif terhadap Switching Intention dan memoderasi hubungan antara Deal Proneness dan Switching Intention, tetapi tidak memoderasi hubungan antara Customer Dissatisfaction dan Switching Intention. Temuan ini menunjukkan bahwa ketidakpuasan berperan sebagai faktor push yang stabil, sedangkan promosi sebagai faktor pull hanya efektif ketika konsumen memiliki kecenderungan tinggi untuk mencari variasi. Dengan demikian, Variety Seeking berperan sebagai quasi moderator dalam model penelitian. Hasil ini memberikan implikasi bagi UMKM fashion untuk tidak hanya mengandalkan promosi harga, tetapi juga membangun diferensiasi produk, kebaruan visual, dan pengalaman belanja yang sesuai dengan karakter eksploratif Generasi Z.
References
Apit, M., & Rahmidani, R. (2023). Pengaruh consumer dissatisfaction dan variety seeking terhadap brand switching smartphone merek Xiaomi ke merek lain pada mahasiswa Universitas Negeri Padang. Jurnal Salingka Nagari, 2(2), 391–403. https://doi.org/10.24036/jsn.v2i2.124
Badan Pusat Statistik. (2025). Statistik e-commerce 2023. https://www.bps.go.id/id/publication/2025/01/30/d52af11843aee401403ecfa6/statistik-e-commerce-2023.html
Bansal, H. S., Taylor, S. F., & James, Y. S. (2005). ‘Migrating’ to new service providers: Toward a unifying framework of consumers’ switching behaviors. Journal of the Academy of Marketing Science, 33(1), 96–115. https://doi.org/10.1177/0092070304267928
Chinedu, A. H., Haron, S. A., Osman, S., & Hayatu, H. F. (2020). Dissatisfaction and profile of dissatisfied consumers: A case study of mobile telecommunication network consumers in Nigeria. International Journal of Business and Management, 15(5), 155–167. https://doi.org/10.5539/ijbm.v15n5p155
Desiana, D., Bintari, V. I., & Nanda, U. L. (2024). E-commerce, financial technology, media sosial dan pengaruhnya terhadap pendapatan UMKM Kota Tasikmalaya. Owner, 8(3), 2139–2149. https://doi.org/10.33395/owner.v8i3.2264
Djafarova, E., & Bowes, T. (2020). ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Firdausi, A. S. M., & Dharmmesta, B. S. (2023). The effect of push, pull, and mooring factors on customers’ switching intention to green cosmetics. Gadjah Mada International Journal of Business, 25(3), 327–354. https://doi.org/10.22146/gamaijb.69863
GoodStats. (2024). Brand fashion alternatif pengganti yang diboikot pilihan orang Indonesia adalah brand lokal. https://data.goodstats.id/statistic/brand-fashion-alternatif-pengganti-yang-diboikot-pilihan-orang-indonesia-adalah-brand-lokal-iPxAp
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1–6. https://doi.org/10.1016/j.jretai.2016.12.008
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Pearson.
Handarkho, Y. D., Dewa, P. K., & Palangan, C. Y. (2025). Factors affecting the intention to switch to other brands in social commerce: Variety seeking and push-pull-mooring theory. Global Knowledge, Memory and Communication. Advance online publication. https://doi.org/10.1108/GKMC-12-2024-0865
Helmi, A., Suherman, Y., & Zusnita, W. O. (2025). Online shopping styles of Millennials and Generation Z: Evidence from Indonesia. Innovative Marketing, 21(2), 134–145. https://doi.org/10.21511/im.21(2).2025.11
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. John Wiley & Sons.
Jakpat. (2024). Fashion buying: The present and the future. Jakpat Insight. https://insight.jakpat.net/fashion-buying-the-present-and-the-future/#
Kim, Y., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: The case of fashion brands. Fashion and Textiles, 6(1), Article 2. https://doi.org/10.1186/s40691-018-0164-y
Kombo, F. (2015). Customer satisfaction in the Kenyan banking industry. Journal of International Studies, 8(2), 174–186. https://doi.org/10.14254/2071-8330.2015/8-2/15
Lee, E. S. (1966). A theory of migration. Demography, 3(1), 47–57. https://doi.org/10.2307/2061645
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2), 234–245. https://doi.org/10.2307/3172830
Makopo, M. M., De Klerk, H. M., & Donoghue, S. (2016). Customer satisfaction and complaint behaviour: The case of small custom-made clothing businesses. Journal of Consumer Sciences, 44, 183–207. https://doi.org/10.25159/1998-8125/6049
Marx, T. (2024). The push-pull-mooring model of consumer service switching: A meta-analytical review to guide future research. Journal of Service Theory and Practice, 35(7), 1–29. https://doi.org/10.1108/JSTP-06-2024-0201
Mazhar, M., Hooi Ting, D., Zaib Abbasi, A., Nadeem, M. A., & Abbasi, H. A. (2022). Gauging customers’ negative disconfirmation in online post-purchase behaviour: The moderating role of service recovery. Cogent Business & Management, 9(1), Article 2072186. https://doi.org/10.1080/23311975.2022.2072186
McAlister, L., & Pessemier, E. (1982). Variety seeking theory. Journal of Consumer Research, 9(3), 311–322. http://www.jstor.org/stable/2488626
Menidjel, C., Benhabib, A., & Bilgihan, A. (2017). Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty. Journal of Product & Brand Management, 26(6), 631–649. https://doi.org/10.1108/JPBM-05-2016-1163
NielsenIQ. (2024). Spend Z: Gen Z changes everything. https://nielseniq.com/global/en/landing-page/spend-z/
O’Cass, A. (2004). Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869–882. https://doi.org/10.1108/03090560410539294
Oliver, R. L. (2015). Satisfaction: A behavioral perspective on the consumer (2nd ed.). Routledge.
OpenData Tasikmalaya. (2024). Jumlah UMKM berdasarkan jenis usaha dan kecamatan di Kota Tasikmalaya. https://opendata.tasikmalayakota.go.id/
Owusu, P., Li, Z., Adjei, I., & Omari-Sasu, A. Y. (2024). Consumer response to e-commerce service failure: Leveraging repurchase intentions through strategic recovery policies. Journal of Retailing and Consumer Services, 82, 104137. https://doi.org/10.1016/j.jretconser.2024.104137
Pramono, G. F. (2023). Generation-Z preference shift from global fashion brands to locals after COVID-19 pandemic: A comparison between Indonesia and Netherlands [Undergraduate thesis, Institut Teknologi Bandung]. https://digilib.itb.ac.id/assets/files/2024/MjAyNF9UU19QUF9NdWhhbW1hZCBUZWdhciBBZGl0eWFfMjkxMjIwNjNfRnVsbCBUZXh0LnBkZg.pdf
Purbohastuti, A. W., Gaffar, V., Disman, D., Furqon, C., & Hassanah, H. (2023). Platform-based transportation company in Indonesia: Perspective brand switching behaviour on Generation Z. Journal of Eastern European and Central Asian Research, 10(6), 867–876. https://doi.org/10.15549/jeecar.v10i6.1507
Ribeiro, H., Barbosa, B., Moreira, A. C., & Rodrigues, R. (2024). A closer look at customer experience with bundle telecommunication services and its impacts on satisfaction and switching intention. Journal of Marketing Analytics, 12(3), 668–686. https://doi.org/10.1057/s41270-023-00222-w
Sahay, A., & Sharma, N. (2010). Brand relationships and switching behaviour for highly used products in young consumers. Vikalpa: The Journal for Decision Makers, 35(1), 15–30. https://doi.org/10.1177/0256090920100102
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). John Wiley & Sons.
Sharma, S., Durand, R. M., & Gur-Arie, O. (1981). Identification and analysis of moderator variables. Journal of Marketing Research, 18(3), 291–300. https://doi.org/10.1177/002224378101800303
Siregar, Y., Kent, A., & Peirson-Smith, A. (2023). Disrupting the fashion retail journey: Social media and Gen Z’s fashion consumption. International Journal of Retail & Distribution Management, 51(7), 862–875. https://doi.org/10.1108/IJRDM-01-2022-0002
Steenkamp, J.-B. E. M., & Baumgartner, H. (1992). The role of optimum stimulation level in exploratory consumer behavior. Journal of Consumer Research, 19(3), 434–448. https://doi.org/10.1086/209313
Sunardi, Mulyo, J. H., Irham, & Jamhari. (2023). Assessing brand switching level and behaviour of growing-up milk products in Java: A structural equation modeling and multigroup analysis. Heliyon, 9(5), e15969. https://doi.org/10.1016/j.heliyon.2023.e15969
Wang, Y., & Xiao, Z. (2022). The dual effects of consumer satisfaction on brand switching intention of sharing apparel. Sustainability, 14(8), 4526. https://doi.org/10.3390/su14084526
Wollipop. (2024). Brand fashion lokal kian populer di kalangan Gen Z. https://wolipop.detik.com/fashion-news/d-7579847/brand-fashion-lokal-kian-populer-di-kalangan-gen-z-masih-hadapi-tantangan-ini
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
Yu, X., Ye, Y., Chen, B., Yan, S., & Wu, S. (2024). Why do users switch to smart homes? A push-pull-mooring framework. IEEE Access, 12, 80646–80656. https://doi.org/10.1109/ACCESS.2024.3409158
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2010). Business research methods (8th ed.). South-Western Cengage Learning.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Faliq Naufal Ahdi, Tika Koeswandi, Dede Kurnia
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta :
Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwa JKMT berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di JKMT.
