Authors :
Manik Mahachandra; Heru Prastawa; Tio Prima Matondang.
Volume/Issue :
Volume 8 - 2023, Issue 6 - June
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/42wkn9t3
DOI :
https://doi.org/10.5281/zenodo.8031917
Abstract :
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.
Keywords :
Fashion; customers; push factors; pull factors; mooring factors; desire to switch.
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.
Keywords :
Fashion; customers; push factors; pull factors; mooring factors; desire to switch.
