Riznina Amanita, 1810412320018, 2022, Pengaruh Electronic Word of Mouth, Dissatisfaction, dan Variety Seeking terhadap Brand Switching Produk Sabun Pembersih Wajah Pond’s ke Merek lain di Kota Banjarmasin, di bawah Bimbingan: Maryono.

Penelitian bertujuan untuk menguji Pengaruh Electronic Word of Mouth, Dissatisfaction, dan Variety Seeking terhadap Brand Switching Produk Sabun Pembersih Wajah Pond’s ke Merek lain. Pendekatan penelitian yang digunakan adalah pendekatan kuantitatif. Sampel diambil sebanyak 100 responden dengan teknik non probability sampling. Pengumpulan data menggunakan kuesioner dan analisis data menggunakan regresi linier berganda.

Hasil penelitian menunjukkan bahwa electronic word of mouth (X1) tidak berpengaruh terhadap brand switching (Y), dissatisfaction (X2) berpengaruh signifikan terhadap brand switching (Y), variety seeking (X3) berpengaruh signifikan terhadap brand switching (Y). Secara simultan variabel electronic word of mouth, dissatisfaction, dan variety seeking berpengaruh signifikan terhadap brand switching.

Kata Kunci: Electronic Word of Mouth, Dissatisfaction, Variety Seeking, Brand Switching

Riznina Amanita, 1810412320018, 2022, Effect of Electronic Word of Mouth, Dissatisfaction, and Variety Seeking on Brand Switching Pond's Facial Cleansing Soap Products to Other Brands in Banjarmasin City. Under the guidance of Maryono.

This research aims to examine the Effect of Electronic Word of Mouth, Dissatisfaction, and Variety Seeking on Brand Switching of Pond's Facial Cleansing Soap Products to other Brands. The research uses a quantitative approach. Samples were selected are 100 respondents with non-probability sampling technique. Data were collected using a questionnaire and data analysis by multiple regression.

The results showed that electronic word of mouth (X1) had no effect on brand switching (Y), dissatisfaction (X2) has a significant effect on brand switching (Y), variety seeking (X3) has a significant effect on brand switching (Y). Simultaneously, the variable electronic word of mouth, dissatisfaction, and variety seeking have a significant effect on brand switching.

Keywords: Electronic Word of Mouth, Dissatisfaction, Variety Seeking, Brand Switching