Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman konsumen dan kebutuhan mencari variasi terhadap perpindahan merek produk bedak padat Pixy dengan ketidakpuasan konsumen sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan bersifat asosiatif kausal. Sampel penelitian sebanyak 200 responden yang dipilih menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner daring dengan skala Likert 1-7. Teknik analisis data menggunakan analisis deskriptif dan Structural Equation Modeling (SEM) dengan bantuan program AMOS. Hasil penelitian menunjukkan bahwa pengalaman konsumen tidak berpengaruh signifikan terhadap perpindahan merek, sedangkan kebutuhan mencari variasi dan ketidakpuasan konsumen berpengaruh positif dan signifikan terhadap perpindahan merek. Pengalaman konsumen berpengaruh positif dan signifikan terhadap ketidakpuasan konsumen, sementara kebutuhan mencari variasi tidak berpengaruh signifikan terhadap ketidakpuasan konsumen. Selain itu, ketidakpuasan konsumen mampu memediasi pengaruh pengalaman konsumen terhadap perpindahan merek, tetapi tidak mampu memediasi pengaruh kebutuhan mencari variasi terhadap perpindahan merek.
Kata kunci: Pengalaman Konsumen, Kebutuhan Mencari Variasi, Ketidakpuasan Konsumen, dan Perpindahan Merek.

This study aims to analyze the influence of consumer experience and variety-seeking needs on brand switching behavior of Pixy compact powder products with consumer dissatisfaction as a mediating variable. This study used a quantitative approach with a survey method and causal associative design. The sample consisted of 200 respondents selected using purposive sampling technique. Data were collected through online questionnaires using a 1–7 Likert scale. The data analysis techniques used were descriptive analysis and Structural Equation Modeling (SEM) with the assistance of AMOS software. The results showed that consumer experience had no significant effect on brand switching, while variety-seeking needs and consumer dissatisfaction had a positive and significant effect on brand switching. Consumer experience had a positive and significant effect on consumer dissatisfaction, whereas variety-seeking needs had no significant effect on consumer dissatisfaction. In addition, consumer dissatisfaction was able to mediate the effect of consumer experience on brand switching, but was unable to mediate the effect of variety-seeking needs on brand switching.
Keywords: Consumer Experience, Variety Seeking Needs, Consumer Dissatisfaction, and Brand Switching.