ZULFATUNNISA, Arrilla (2025) The Effect Oo Purchase Regret and Customer Dissatisfaction on Brand Switching with Customer Negative Attitude as Mediating Variable (A Study On Vivo Smartphone). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Competition in the smartphone industry in Indonesia is getting tougher, with many brands offering innovative technology, competitive prices, and superior features. In this condition, the phenomenon of brand switching is an important concern for companies. This study aims to analyze the effect of purchase regret and customer dissatisfaction on brand switching decisions, with customer negative attitude as a mediating variable. This study uses a quantitative method with a survey approach to 130 respondents who have used Vivo smartphones and have switched to another brand. Data were collected through an online questionnaire using a Likert scale and analyzed with Structural Equation Modeling-Partial Least Square (SEM-PLS). The results showed that purchase regret and customer dissatisfaction have a positive effect on customer negative attitude. In addition, customer negative attitude has a positive influence on brand switching and is proven to mediate the relationship between purchase regret and brand switching, as well as between customer dissatisfaction and brand switching. These findings indicate that customers who feel disappointed or regretful after purchasing Vivo products tend to develop negative attitudes, which then encourage them to switch to other brands. Keywords: Purchase regret, Customer dissatisfaction, Customer negative attitude, Brand switching. Persaingan dalam industri smartphone di Indonesia semakin ketat dengan banyaknya merek yang menawarkan teknologi inovatif, harga bersaing, dan fitur unggulan. Dalam kondisi ini, fenomena peralihan merek menjadi perhatian penting bagi perusahaan. Penelitian ini bertujuan untuk menganalisis pengaruh penyesalan pembelian dan ketidakpuasan pelanggan terhadap keputusan beralih merek, dengan sikap negatif pelanggan sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei terhadap 130 responden yang pernah menggunakan smartphone Vivo dan telah beralih ke merek lain. Data dikumpulkan melalui kuesioner daring menggunakan skala Likert dan dianalisis dengan Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa purchase regret dan customer dissatisfaction berpengaruh positif terhadap customer negative attitude. Selain itu, customer negative attitude memiliki pengaruh positif terhadap brand switching, serta terbukti memediasi hubungan antara purchase regret dan brand switching, maupun antara customer dissatisfaction dan brand switching. Temuan ini mengindikasikan bahwa pelanggan yang merasa kecewa atau menyesal setelah membeli produk Vivo cenderung mengembangkan sikap negatif yang kemudian mendorong mereka untuk beralih ke merek lain.

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