Analysis of Factors Influencing the Brand Switching Intention of Japanese Car Consumers: A Case Study on Milenial Consumers in Jakarta and Surroundings

Abstract

This study investigates brand switching intention among millennial consumers of Japanese car brands in Jakarta and the surrounding areas. Despite the dominance of Japanese automobiles in Indonesia, increasing competition from emerging brands has raised concerns about potential consumer switching behavior. The objective of this research is to analyze the factors influencing brand switching intention by integrating the Theory of Planned Behavior and the customer satisfaction–loyalty framework. A quantitative approach was applied using Covariance-Based Structural Equation Modeling (CB-SEM) with SmartPLS, involving 320 millennial respondents selected through convenience sampling. Results indicate that customer satisfaction significantly influences customer loyalty but does not directly affect brand switching intention. Attitude toward switching and perceived behavioral control are the strongest predictors of switching intention, while subjective norms and loyalty are not significant. The model explains a substantial proportion of the variance, with an R-square value of 0.710 for switching intention. These findings suggest that psychological factors outweigh satisfaction and loyalty in determining consumer switching behavior in the automotive market. Managerially, automakers should focus on shaping consumer attitudes and reducing the perceived ease of switching through stronger ecosystem integration. Future research is recommended to include additional variables and longitudinal data to capture dynamic changes in consumer preferences over time.