role of customer satisfaction in mediating the effect of product quality on switching intention toward modern furniture with age as a moderating variable

This study investigates how customer satisfaction serves as a mediating factor in the relationship between product quality and consumers’ intention to switch to modern furniture, while considering age as a moderating variable. Despite high satisfaction with traditional furniture, an increasing number of consumers, particularly younger ones, are showing a tendency to switch to modern furniture due to its functional design, affordability, and contemporary appeal. Grounded in the Expectation-Disconfirmation Theory and Generational Cohort Theory, this research employs a quantitative method using survey data from 200 respondents who have experience purchasing traditional furniture study utilized PLS-SEM as the primary analytical method to examine the proposed research model. The results show that product quality positively and significantly affects customer satisfaction and negatively influences switching intention. Furthermore, customer satisfaction has a significant negative effect on switching intention and serves as a mediating variable in the relationship between product quality and switching intention. Moderation analysis reveals that age moderates the indirect relationship: younger consumers are more likely to switch to modern furniture even when satisfied with traditional products, whereas older consumers tend to remain loyal.