Pengaruh Functional Congruity dan Variety Seeking terhadap Switching Intention dengan Customer Satisfaction sebagai Mediasi pada Nike
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Persaingan industri sepatu olahraga mendorong perusahaan untuk memahami faktor-faktor yang memengaruhi switching intention konsumen, khususnya pada merek global seperti Nike. Penelitian ini bertujuan menganalisis pengaruh Functional Congruity dan Variety Seeking terhadap Switching Intention dengan Customer Satisfaction sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 200 konsumen Nike di Indonesia dan dianalisis menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa Functional Congruity berpengaruh positif dan signifikan terhadap Customer Satisfaction (β = 0,888; p < 0,001), sedangkan Variety Seeking tidak berpengaruh signifikan, dengan nilai R² sebesar 0,747. Selanjutnya, Functional Congruity (β = 0,486; p < 0,05) dan Variety Seeking (β = 0,513; p < 0,001) berpengaruh positif signifikan terhadap Switching Intention, sementara Customer Satisfaction berpengaruh negatif signifikan (β = −0,585; p < 0,01), dengan R² sebesar 0,324. Customer Satisfaction memediasi pengaruh Functional Congruity terhadap Switching Intention, namun tidak memediasi pengaruh Variety Seeking. Temuan ini menunjukkan bahwa switching intention konsumen Nike dipengaruhi oleh kesesuaian fungsi produk, tingkat kepuasan pelanggan, dan kecenderungan mencari variasi merek.
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