THE EFFECT OF PURCHASE REGRET AND CUSTOMER DISSATISFACTION ON BRAND SWITCHING WITH CUSTOMER NEGATIVE ATTITUDE AS MEDIATING VARIABLE

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.