THE MEDIATING ROLE OF BRAND SWITCHING INTENTION IN THE RELATIONSHIP BETWEEN SERVICE QUALITY AND PURCHASE DECISION: EVIDENCE FROM INDIHOME CUSTOMERS IN PEKANBARU
DOI:
https://doi.org/10.35145/kurs.v11i1.5957Kata Kunci:
Brand Switching Intention, IndiHome, Keputusan Pembelian, Kualitas Pelayanan, PLS-SEMAbstrak
Penelitian ini bertujuan menganalisis pengaruh kualitas pelayanan terhadap keputusan pembelian serta menguji peran mediasi brand switching intention pada pelanggan IndiHome di Kota Pekanbaru. Penelitian menggunakan pendekatan kuantitatif dengan sampel sebanyak 151 pelanggan yang dipilih melalui teknik accidental sampling. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh negatif dan signifikan terhadap brand switching intention serta berpengaruh positif dan signifikan terhadap keputusan pembelian. Sementara itu, brand switching intention berpengaruh negatif namun tidak signifikan terhadap keputusan pembelian. Hasil uji mediasi menunjukkan bahwa brand switching intention tidak memediasi pengaruh kualitas pelayanan terhadap keputusan pembelian. Temuan ini menegaskan bahwa kualitas pelayanan merupakan faktor penting dalam meningkatkan keputusan pembelian dan menurunkan kecenderungan pelanggan untuk beralih ke penyedia layanan lain. Oleh karena itu, peningkatan kualitas pelayanan perlu menjadi prioritas perusahaan untuk mempertahankan daya saing di industri layanan internet broadband.
This study aims to examine the effect of service quality on purchase decisions and investigate the mediating role of brand switching intention among IndiHome customers in Pekanbaru, Indonesia. A quantitative research approach was employed, involving 151 respondents selected through an accidental sampling technique. Data were collected using a structured questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings reveal that service quality has a negative and significant effect on brand switching intention, indicating that higher service quality reduces customers' tendency to switch to competing service providers. In addition, service quality has a positive and significant effect on purchase decisions, suggesting that improved service quality enhances customers’ willingness to choose and continue using IndiHome services. Meanwhile, brand switching intention has a negative but insignificant effect on purchase decisions. Furthermore, the mediation analysis demonstrates that brand switching intention does not significantly mediate the relationship between service quality and purchase decisions. These findings highlight the critical role of service quality in enhancing purchase decisions and reducing customers’ propensity to switch to alternative service providers. Therefore, improving service quality should be prioritized as a strategic initiative to strengthen competitiveness and sustain customer retention in the increasingly competitive broadband internet service industry.
Unduhan
Referensi
Achra, M. O., Santosa, S. B., & Hasanatina, F. H. (2024). Product quality, perceived value dan service quality terhadap
repurchase intention IndiHome dengan customer satisfaction sebagai mediasi. Diponegoro Journal of Management.
Almunaf, D. I., & Tjiptodjojo, K. I. (2024). Pengaruh kualitas pelayanan dan kualitas produk terhadap keputusan
pembelian. JMBI UNSRAT, 11(3). https://doi.org/10.35794/jmbi.v11i3.59737
Arafah, W., Hanifan, R., Wijanarko, A., & Widanul, D. (2024). Peran brand experience dan electronic word of mouth
terhadap perilaku konsumen. Innovative: Journal of Social Science Research, 4(2).
https://doi.org/10.31004/innovative.v4i2.10248
Ardana, Y. (2025). The influence of product quality and price on customers' decision to switch from IndiHome.
PHINISI.
Boediono, M., Christian, S., & Mustikasari Immanuel, D. (2018). Pengaruh Kualitas Produk Dan Kualitas Layanan
Terhadap Keputusan Pembelian Konsumen Sealantwax. Jurnal Manajemen Dan Start-Up Bisnis, 3(1), 90–
99.
Djafar, N., Yantu, I., Sudirman, S., Hinelo, R., & Hasiru, R. (2023). Pengaruh Kualitas Pelayanan Terhadap Keputusan
Pembelian. Journal of Economic and Business Education, 1(2), 78–82. https://doi.org/10.37479/jebe.v1i2.18046
Fadillah, H. (2023). Pengaruh Kualitas Pelayanan, Kualitas Produk, Promosi Dan Harga Terhadap Keputusan
Pembelian Di Dealer Yamaha Suryanata Amuntai. Inovatif Jurnal Administrasi Niaga, 5(2), 1–12. https://doi.org/10.36658/ijan.5.2.104
Ighomereho, S. O., Ojo, A. A., Omoyele, S. O., & Olabode, S. O. (2022). From service quality to e-service quality:
Measurement, dimensions and model. arXiv. https://arxiv.org/abs/2205.00055
Jejen, L., & Sudarman, L. (2024). Pengaruh digital marketing dan kualitas pelayanan terhadap pengambilan keputusan
pembelian konsumen. Jurnal Ekuilnomi, 6(3), 486–494. https://doi.org/10.36985/y5xhfq13
Juliyana, E., & Nuraflah, C. A. (2020). Peranan Internet Dalam Meningkatkan Citra Sma Swasta Budi Agung Medan.
Peranan Internet Dalam Meningkatkan Citra Sma Swasta Budi Agung Medan, 3(1), 13.
Mukti, A., & Aprianti, K. (2021). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Keputusan Pembelian Pada
Kedai Kirani Coffee. Jurnal Bina Manajemen, 10(1), 229–246. https://doi.org/10.52859/jbm.v10i1.163
Nugraha, A. P. A., & Syafaruddin, A. (2023). Analysis push-pull mooring factors on switching intention banking
customers. International Journal of Management Science and Application.
Priscilla, L., & Rufaidah, P. (2023). Customer variety-seeking and brand switching intention: An exploration of the
mediating role of customer engagement. JPBM (Jurnal Pendidikan Bisnis dan Manajemen), 9(3), 217–233.
Purwanty, U. (2024). Pengaruh bauran pemasaran dan kualitas pelayanan terhadap keputusan pembelian. Jurnal
Ekonomi dan Bisnis, 3(1). https://doi.org/10.57151/jeko.v3i1.356
Raubet, D. E., Hanfan, A., & Wiyanti, S. (2024). Pengaruh persepsi kualitas pelayanan, persepsi citra merek, persepsi
harga, dan persepsi fitur produk terhadap keputusan pembelian. Konsentrasi: Jurnal Manajemen dan Bisnis, 4(2). https://doi.org/10.24905/konsentrasi.v4i2.58
Ribeiro, H., Barbosa, B., & Moreira, A. C. (2023). A closer look at customer experience with bundle
telecommunication services and its impacts on satisfaction and switching intention. Journal of Revenue and Pricing Management.
Rorlen, Ekadjaja, M., Adiwijaya, E., & Puspita, E. C. (2023). Pengaruh identitas merek, harga, dan word of mouth
terhadap keputusan pembelian produk. Jurnal Ekonomi, 28(2), 255–273. https://doi.org/10.24912/je.v28i2.1622
Santika, I. M. O., & Nurcaya, I. N. (2018). Faktor Kontekstual, Bran Switching, Dan Keputusan Pembelian Operator
Seluler Di Kota Denpasar. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 2(1), 59–70. https://doi.org/10.31842/jurnal-inobis.v2i1.61
Satria, E. (2019). Pengaruh Kualitas Pelayanan dan Kepuasan Nasabah Terhadap Switching Intention pada Nasabah
Bank Panin Kota Sungai Penuh Periode Tahun 2016. J-MAS (Jurnal Manajemen Dan Sains), 4(1), 131. https://doi.org/10.33087/jmas.v4i1.80
Shisilia, S., & Efiani, E. (2024). Pengaruh kualitas produk, kualitas pelayanan dan promosi terhadap keputusan
pembelian di Sushi Hiro Kelapa Gading. Innovative: Journal of Social Science Research, 4(5), 1319–1326. https://doi.org/10.31004/innovative.v4i5.14878
Siek, V., & Nawawi, M. T. (2024). Faktor-faktor yang berperan dalam purchase decision pelanggan Lazada di Jakarta.
Jurnal Manajerial dan Kewirausahaan, 6(2). https://doi.org/10.24912/jmk.v6i2.29854
Slamet, M., & Sulistiyowati, W. (2022). Customer satisfaction analysis by integrating service quality (SERVQUAL)
methods and importance performance analysis. Indonesian Journal of Law and Economics Review, 16.
Solikhah, E. W., & Garad, A. (2024). Influence of e-WOM, innovation, e-trust, and website attractiveness on purchase
decision. Jurnal Manajemen Teknologi, 23(1), 17–31. https://doi.org/10.12695/jmt.2024.23.1.2
Suandi, C. D., & Djakasaputra, A. (2024). Anteseden dan konsekuensi interaksi sosial dalam keputusan pembelian:
Gen Z Tokopedia. Jurnal Manajerial dan Kewirausahaan, 6(2). https://doi.org/10.24912/jmk.v6i2.29832
Suyitno, & Khijatul Istiadah. (2018). Pengaruh Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian di
Krema Koffie. Ecomant, 5(1), 1–15. https://ejournal.unsrat.ac.id/index.php/emba/article/view/34362/32290
Usnan, U., Indarta, A., & Hasyim, F. (2024). Dampak Konflik Israel-Palestina terhadap Niat Beralih (Switching
Intention) pada Pembelian Konsumen: Pendekatan Push-Pull-Mooring. Jurnal Ilmiah Ekonomi Islam, 10(3), 3128–3142. https://doi.org/10.29040/jiei.v10i3.15430
Widyaningrum, H. W., Farida, N., & Prihatini, A. E. (2022). Pengaruh Product Quality dan Service Quality terhadap
Brand Switching Melalui Customer Value (Studi pada Mantan Pelanggan Indihome di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 11(2), 281–289. https://doi.org/10.14710/jiab.2022.34660
Wong, S. F., & Amri, A. (2024). Pengaruh kualitas pelayanan terhadap keputusan pembelian konsumen pada Toko
Servis HP Cemerlang. Jurnal Rumpun Manajemen dan Ekonomi, 1(2). https://doi.org/10.61722/jrme.v1i2.1447
Yuliana, S. T., & Tuti, M. (2024). Pengaruh kualitas produk, kualitas pelayanan dan suasana terhadap keputusan
pembelian. Journal of Economics, Business and Management Issues, 2(2). https://doi.org/10.47134/jebmi.v2i2.219
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Kurs : Jurnal Akuntansi, Kewirausahaan dan Bisnis
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
