Impact of Variety Seeking, dan Elektronic Word of Mouth of Cosmetic Brand Switching Brand Switching di Industri Kosmetik Indonesia

Abstract

The study aims to determine the behavior of women switching cosmetic brands. Switching brands is very easy to do, when there are many new brands for the same product. This study uses an exploratory approach. with purposive sampling method to get the opinion of 100 women, through a questionnaire containing question items related to the effect of variety seeking, and electronic word of mouth on brand switching. The research data were analyzed using multiple linear regression and running using SPSS version 22.0 software. The data presentation shows that all questionnaire items are valid and have good reliability. The results showed that partially only electronic word of mouth was significant towards brand switching (Y) but simultaneously there was no significant difference between variety seeking (X1) and electronic word of mouth (X2). Studi bertujuan untuk mengetahui perilaku perempuan berpindah merek kosmetik. Perpindahan merek sangat mudah dilakukan, disaat banyak merek baru untuk produk yang sama. Studi ini menggunakan pendekatan eksplorasi. dengan metode purposive sampling untuk mendapatkan pendapat 100 orang wanita, melalui kuisioner yang memuat item pertanyaan terkait pengaruh dari variety seeking, dan electronic word of mouth terhadap brand switching. Data penelietian di analisa menggunakan regresi linear berganda dan dirunning menggunakan software SPSS versi 22.0. Penyajian data menunjukkan seluruh item kuisioner valid dan reabiltas yang baik. Hasil penelitian menunjukkan bahwa secara parsial hanya electronic word of mouth signifikan terhadap brand switching (Y) tetapi secara simultan variety seeking (X1) dan electronic word of mouth (X2) tidak ada perbedaan yang signifikan.