Galih Adam Firdaus. NIM. 20231710003.The Influence of Perceived Product Quality,
Customer Dissatisfaction, and Lifestyle on Brand Switching from Android Smartphones to
iPhones among Gen Z in West Java through Brand Trust as a Mediator and Social Media
Influence as a Moderator.Thesis. Universitas Kuningan.Advisor I: Dr. Hj. Lili Karmela
Fitriani, M.Si. Advisor II: Dr. Yanneri Elfa Kiswara, M.M.
This study aims to analyze the influence of Perceived Quality, Customer Dissatisfaction, and
Lifestyle on Brand Switching from Android smartphones to iPhones, with Brand Trust as a
mediating variable and Social Media Influence as a moderating variable. The research employs a
survey method with a quantitative descriptive approach. The population consists of Gen Z
individuals in West Java who have switched from Android to iPhone, with a sample of 200
respondents determined using Hair’s formula. Data were analyzed using SEM-PLS. The results
show that Perceived Quality, Customer Dissatisfaction, and Lifestyle have a positive and
significant effect on Brand Switching. Brand Trust also has a positive and significant effect on
Brand Switching and is proven to mediate the influence of all three independent variables. This
indicates that brand trust strengthens the relationship between perceived quality, customer
dissatisfaction, and lifestyle with the decision to switch brands. Furthermore, Social Media
Influence moderates the relationship between Brand Trust and Brand Switching, suggesting that
social media amplifies the effect of brand trust in encouraging brand switching among Gen Z.
Keywords: Perceived Quality, Customer Dissatisfaction, Lifestyle, Brand Trust, Social Media
Influence, Brand Switching