PENGARUH DISSATISFACTION CUSTOMER DAN SERVICE FAILURE TERHADAP BRAND SWITCHING DENGAN VARIETY SEEKING SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengguna Smartphone Android Ke Iphone di Kota Bandar Lampung)

EKA, NOVITA SARI PENGARUH DISSATISFACTION CUSTOMER DAN SERVICE FAILURE TERHADAP BRAND SWITCHING DENGAN VARIETY SEEKING SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengguna Smartphone Android Ke Iphone di Kota Bandar Lampung). IMEA : Jurnal Ilmiah Manajemen Ekonomi dan Akuntansi.

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Abstract

ABSTRAK Penelitiani ini bertujuani untuki mengujii bagaimana Hubungan Dissatisfactioni Customer dan Service Failure terhadapi Brand Switching yang dimediasi oleh Variety Seeking padai penggunai Smartphonei Androidi kei Iphonei di Kotai Bandar Lampung. Penelitiani inii menggunakani metode Eksploratif dengani pendekatani ikuantitatif, jumlah sampeli sebanyaki 97 responden dengan analisisi datai menggunakani metodei Structural Equation Modeling (SEM) dan Teknik analisis menggunakani Partial least square (PLS). Temuan pada penelitian ini menunjukkan Pengaruh positif dan signifikan pada hubungan Dissatisfaction Customer terhadapi Brand Switching, Variety Seeking terhadap Brand Switching, Service Failure terhadap Variety Seeking, dan Variety Seeking mampu memediasi hubungan antara Service Failure Terhadap Brand Switching. Selain itu terdapat hasil yang tidak berpengaruh pada hubungan Dissatisfaction Customer terhadap Variety Seeking, Service Failure Terhadap Brand Switching, dan Variety Seeking tidak mampui memediasii hubungani antara Dissatisfaction Customer Terhadap Brand Switching. Kata Kunci: Dissatisfaction Customer, Service Failure, Brand Switching, Variety Seeking. ABSTRACT This study aims to examine how the Relationship between Customer Dissatisfaction and Service Failure on Brand Switching is mediated by Variety Seeking in Android to Iphone Smartphone users in Bandar Lampung City. This study uses an exploratory method with a quantitative approach, the number of samples is 97 respondents with data analysis using the Structural Equation Modeling (SEM) method and analysis techniques using Partial least square (PLS). The findings in this study indicate a positive and significant effect on the relationship between Customer Dissatisfaction on Brand Switching, Variety Seeking on Brand Switching, Service Failure on Variety Seeking, and Variety Seeking is able to mediate the relationship between Service Failure and Brand Switching. In addition, there are results that have no effect on the relationship between Customer Dissatisfaction to Variety Seeking, Service Failure to Brand Switching, and Variety Seeking is not able to mediate the relationship between Customer Dissatisfaction to Brand Switching. Keywords: Dissatisfaction Customer, Service Failure, Brand Switching, Variety Seeking.

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