The Push, Pull, and Moorings Factors on Customer's Switching Intention of an Indonesian Fashion Brand

Fashion was one of the important industries in the world that made a significant contribution to the global economy, including here in Indonesia. The fashion industry was a dynamic business with uncertain demand caused by the variety of styles and consumer preferences. Retail fashion was a series of business activities that added value to products and services sold to customers for personal or family purposes. Robinson (Ramayana) was one of the major retailers with a total of 119 stores spread across various regions in Indonesia. Since 2016, there had been a decrease in consumer spending that continued until 2017 due to economic sluggishness. The Indonesian economy improved in 2017 with a growth rate of 5.1 percent due to increased investment and exports, but it still did not have an impact on the return of consumer spending. This was influenced by significant electricity tariffs that offset the impact of the growing income of the lower-middle consumer segment. Recognizing the importance of consumers role in business operations and maintaining long-term relationships with customers, companies in today market dynamics were becoming more customer oriented. It was important for companies to evaluate their own service quality while studying consumer behavior and factors that could influence customers to switch. This research applied the Push, Pull, and Mooring Factors methods, which examined the significant influence of push, pull, and mooring factors on customers’ desire to switch.