Individual lifestyles change every year with the times. One of trend that is constantly changing rapidly is fashion. With the development of times and technology, people can buy
fashion products offline and online. The phenomenon that occured lately in Indonesia is the closing of some fashion retail stores because of the lack of visitors who come do not
reach the target that has been determined. At the same time, online sellers and buyers are increasing every year. With the increasing purchase of fashion products online, it is
interesting to investigate whether the variable of celebrity endorser, customer satisfaction, product quality, price, the need of find variations, and the ease factor affect the switching behavior and what is the most influential factors of consumers switching behavior from shopping fashion product by offline into online. The method used in the data processing is Structural Equation Modelling (SEM) AMOS 22.0. The result of the research shows that there are 7 hypotheses that have positive influence that is the relationship between consumer satisfaction which positively influence to switching behavior, product quality positively influence to switching behavior, product quality positively influence to consumer satisfaction, price positively influence to quality product quality, price positively influence to consumer satisfaction, the need to find variations positively influence to switching behavior, the ease factor positively influence the switching behavior while the celebrity endorser and price hypotheses do not positively influence the switching behavior. Through this research, it is expected that the online fashion product sellers can increasse sales by improving the indicators of ease of transactions, ease of view to be learned and operated, and customer retention (come back). |