PENGARUH CITRA MEREK, VARIETY SEEKING DAN ELECTRONIC WORD OF MOUTH TERHADAP BRAND SWITCHING PRODUK KOSMETIK LAIN KE PRODUK KOSMETIK WARDAH

Monica Dyah Purwaningsih, Rizal Ula Ananta Fauzi

Abstract


This study aims to determine the effect of brand image, variety seeking, and electronic word of mouth on brand switching from other cosmetic products to Wardah cosmetic products in the community in Madiun City. The population of this study consists of consumers who have switched brands to Wardah cosmetic products. The method used is quantitative with purposive sampling technique and involves 384 respondents as samples. The data were analyzed using SmartPLS software. The results of this study reveal that brand image has a positive and significant effect on brand switching, variety seeking has a positive and significant effect on brand switching, and electronic word of mouth has a positive and significant effect on brand switching.

Keywords: Brand Image, Variety Seeking, Electronic Word of Mouth, Brand Switching.


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References


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