This study aims to analyze the influence of consumer value, consumer experience,
service quality, and variety seeking behaviour to brand switcing that mediated by
customer loyalty. This study uses a purposive sampling technique with 84
respondents who are beauty clinic patients who have changed services from the
previous beauty clinic and currently use beauty care for 1 year at the current beauty
clinic. Questionnaire data were processed using Partial Least Square (PLS) analysis
by testing the measurement model (outer) model and inner model with path
coefficients. The results of the analysis show that consumer experience has a positive
effect on customer loyalty, service quality has a positive effect on customer
satisfaction, customer satisfaction has a negative effect on the varierty seeking
behaviour and the variety seeking behaviour has a positive effect on brand
switching. Consumer value, service quality and customer satisfaction do not affect
customer loyalty while customer loyalty variables do not affect the brand switching
of beauty care in Cilacap.