musnaini, musnaini and Hadion, Wijoyo (2021) Impact of Variety Seeking, dan Elektronic Word of Mouth of Cosmetic Brand Switching Brand Switching di Industri Kosmetik Indonesia. Jurnal Ekonomi, Akuntansi & Manajemen, 1 (3 (1)). pp. 23-32. ISSN 2685-8118)
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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).
| Type: | Article |
|---|---|
| Uncontrolled Keywords: | Variety Seeking, Electronic Word of Mouth dan Brand Switching |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Musnaini |
| Date Deposited: | 05 May 2023 07:56 |
| Last Modified: | 05 May 2023 07:56 |
| URI: | https://repository.unja.ac.id/id/eprint/32574 |
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