摘要：Abstrak Penelitian ini bertujuan untuk menganalisis switching behavior konsumen minuman teh siap saji dalam kemasan . Switching behavior adalah bentuk loyalitas konsumen yang direpresentasikan dalam bentuk proporsi pembelian dalam kurun waktu tertentu. Penelitian ini mempelajari pengaruh dimensi bauran pemasaran terhadap kepuasan dan switching behavior konsumen. Metode penelitian menggunakan metode survei dan wawancara pengisian kuesioner dengan jumlah responden 154 orang berdasarkan metode quota sampling yang mana 40 persen responden berdomisili di Jakarta, 20 persen di Bogor, 20 persen di Tangerang, dan 20 persen di Bekasi. Variabel utama penelitian adalah kualitas produk, harga, ketersediaan, komunikasi dan reputasi merek. Variabel ini dianalisis dengan menggunakan analisis deskriptif dan Structural Equation Model (SEM). Hasil dari penelitian ini menunjukkan bahwa dimensi bauran pemasaran yang berpengaruh signifikan terhadap kepuasan konsumen adalah kualitas produk dan reputasi merek. Switching behavior konsumen produk teh dalam kemasan adalah switcher loyalty yang mana konsumen sebagian besar beralih ke merek lain saat merek yang diinginkan tidak tersedia. Kata Kunci: kepuasan konsumen, minuman teh siap saji dalam kemasan, structural equation model , switching behavior Analysis of Consumer Satisfaction and Brand Switching Behavior of Ready to Drink (RTD) Tea Abstract The objective of the study is to analyze the customer switching behavior of the ready to drink (RTD) tea. Switching behavior is a form of customer loyalty that reflects on proportion of purchase in certain period of time. This study aims to analyze the influence of marketing mix dimension on customer satisfaction and switching behavior. Data was collected by survey method and personal interview using questionnaire. The sample was selected by quota sampling method (n=154, 40 percent from Jakarta, 20 percent from Bogor, 20 percent from Tangerang, and 20 percent from Bekasi). The variables of this research were marketing mix dimension, consisted of five aspects are product’s quality, price, availability, products’ communication, and brand reputation. The marketing mix dimensions were analyzed by descriptive analysis methods and Structural Equation Model (SEM) to examine its associate with satisfaction and switching behavior. The result showed that products’ quality and brand reputation significantly associated with customer satisfaction. Switching behavior of ready to drink (RTD) tea conducted by consumer when there was no availibility of the desired brands. Keywords: consumer satisfaction, packaged tea beverage, structural equation model, switching behavior
