PENGARUH FAKTOR PUSH, PULL, DAN MOORING TERHADAP SWITCHING INTENTION KONSUMEN SKINCARE DARI MEREK LOKAL KE MEREK ASING (Studi pada Gen Z dalam Komunitas OhMyBeautyBank di Platform X)

HARTININGSIH, SITI RUBAIAH (2025) PENGARUH FAKTOR PUSH, PULL, DAN MOORING TERHADAP SWITCHING INTENTION KONSUMEN SKINCARE DARI MEREK LOKAL KE MEREK ASING (Studi pada Gen Z dalam Komunitas OhMyBeautyBank di Platform X). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The rapid growth of the skincare industry in Indonesia has created intense competition between local and foreign brands. While local brands strive to maintain their market share by tailoring products to meet consumer needs, foreign brands continue to strengthen their position in the domestic market through innovation, technological superiority, and aggressive marketing strategies. This condition has triggered the emergence of switching intention on consumers’ intention to shift from local to foreign skincare brands. This study aims to analyze the influence of push, pull, and mooring factors on consumers’ switching intention from local to international skincare brands using the Push-Pull-Mooring (PPM) model. The population of this study consists of members of the OhMyBeautyBank community on platform X, which is considered relevant for exploring switching intention among beauty community members who actively share experiences, reviews, and skincare product recommendations. A total of 150 respondents were selected using non-probability sampling with a purposive sampling method. Data analysis was conducted using descriptive analysis and Partial Least Squares-Structural Equation Modeling (PLS-SEM), assisted by the SmartPLS 4.0 software. The results indicate that dissatisfaction (push factor), alternative attractiveness (pull factor), and subjective norm (mooring factor) significantly influence switching intention, with alternative attractiveness (pull factor) having the most substantial effect. Keywords: Switching Intention, Push-Pull-Mooring (PPM), Dissatisfaction, Alternative Attractiveness, Subjective Norm. Pertumbuhan pesat industri skincare di Indonesia telah menciptakan persaingan ketat antara merek lokal dan asing. Meskipun merek lokal berupaya mempertahankan pasar dengan menyesuaikan produk sesuai kebutuhan konsumen, merek asing semakin memperkuat posisinya melalui inovasi, keunggulan teknologi, dan strategi pemasaran agresif. Kondisi ini memicu munculnya switching intention atau niat konsumen untuk berpindah dari merek lokal ke merek asing. Penelitian ini bertujuan untuk menganalisis pengaruh faktor push, faktor pull, dan faktor mooring terhadap switching intention konsumen skincare dari merek lokal ke merek asing menggunakan model Push-Pull-Mooring (PPM). Populasi dari penelitian ini adalah anggota komunitas OhMyBeautyBank di platform X, sehingga relevan untuk mengungkap niat berpindah merek di kalangan anggota komunitas kecantikan yang secara aktif membagikan pengalaman, ulasan, dan rekomendasi produk skincare. Sampel dari penelitian ini berjumlah 150 yang diperoleh melalui teknik non-probability sampling dengan metode purposive sampling. Metode analisis data menggunakan analisis deskriptif dan Structural Equation Modeling berbasis Partial Least Squares dibantu perangkat lunak SmartPLS 4.0. Hasil dari penelitian menunjukkan bahwa dissatisfaction (faktor push), alternative attractiveness (faktor pull), dan subjective norm (faktor mooring) mempengaruhi switching intention, dengan alternative attractiveness (faktor pull) berpengaruh paling signifikan terhadap switching intention. Kata Kunci: Switching Intention, Push-Pull-Mooring (PPM), Dissatisfaction, Alternative Attractiveness, Subjective Norm.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43121110018
Uncontrolled Keywords: Switching Intention, Push-Pull-Mooring (PPM), Dissatisfaction, Alternative Attractiveness, Subjective Norm.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 307 Communities/Komunitas
600 Technology/Teknologi > 600. Technology/Teknologi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 30 Oct 2025 04:12
Last Modified: 30 Oct 2025 04:12
URI: http://repository.mercubuana.ac.id/id/eprint/99953

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