Abstract
This research aims to analyze (a) the role of cost and time on the switching barrier, (b) the the influence switching barrier on the switching intention, and (c) the role of variety seeking behavior on switching intention in the minimarket (i.e. Indomaret and Alfamart) at Kabupaten Jember, Indonesia. The respondents which were the customers who have experienced making shopping transaction at both minimarkets were determined by using purposive sampling method. The research sample is 200 customers of Indomaret and Alfamart. The analysis method used in this research is Partial Least Square (PLS) program. The result demonstrates that cost variable affects switching barrier; besides, time influences switching barrier as well. Yet, variety seeking brings positive but not significant role on switching intention. It implies that there is no direct influence of variety seeking on switching intention; in other words, variety seeking value does not alter the level of switching intention.
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