<![CDATA[This study examines the factors underlying consumer brand switching toward Barokah Jaya Motor Mojokerto amid increasingly competitive motorcycle repair services. A quantitative design using Exploratory Factor Analysis (EFA) was applied to data from 145 respondents selected through purposive sampling from a population of 227 customers. The questionnaire contained 20 indicators representing price, consumer trust, dissatisfaction, and promotion and was measured on a five-point Likert scale. Instrument reliability coefficients ranged from 0.632 to 0.851. The Kaiser-Meyer-Olkin value was 0.803 and Bartlett’s Test of Sphericity was significant (p < 0.001), confirming the adequacy of the data for factor analysis. Principal Component Analysis with Varimax rotation generated five factors explaining 61.289% of the total variance. The dominant factor was Promotional Attractiveness and Consumer Experience (23.693%), followed by Price Value Perception (10.968%), Trust and Service Responsiveness (10.648%), Competence and Service Consistency (8.203%), and Service Quality and Complaint Handling (7.777%). Two indicators were removed because their factor loadings were below 0.50. The findings indicate that customer switching in motorcycle repair services is shaped by an integrated evaluation of promotional exposure, service experience, perceived price value, trust, technical competence, and complaint resolution.]]>
Copyrights © 2026
