Perpindahan Merek Kosmetik: Variaty seeking dan E-WOM

Musnaini, Musnaini and Asrini, Asrini and Veronica, Deka and Siswoyo, Siswoyo and Haudi, Haudi Perpindahan Merek Kosmetik: Variaty seeking dan E-WOM. Seminar Nasional Manajemen dan Call for Paper (SENIMA 6). pp. 1-14.

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The study aims to determine the behavior of women switching cosmetic brands. Using an exploratory approach and purposive sampling as a technique for collecting primary data from 100 women through social media (whatsapp group). Statements related to the effect of variety seeking, and electronic word of mouth on brand switching. The research data were analyzed using multiple linear regression with SPSS software version 22.0. The presentation of the data shows that all questionnaire items have a good level of validity and reliability. The results of the study prove that partially only electronic word of mouth is significant to brand switching (Y) but simultaneously variety seeking (X1) and electronic word of mouth (X2) there is no significant difference.

Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Musnaini
Date Deposited: 09 May 2023 06:29
Last Modified: 09 May 2023 06:29

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