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All Journal e-Jurnal Apresiasi Ekonomi
Khusnul Khotimah
Universitas Darma Persada
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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AN EFFECTIVENESS OF CONSUMERS' BRAND SWITCHING TOWARDS ENVIRONMENTALLY FRIENDLY SKINCARE PRODUCTS IN DKI JAKARTA AREA Firsan Nova; Melani Quintania; Ellena Nurfazria Handayani; Resa Nurlaela Anwar; Khusnul Khotimah
Jurnal Apresiasi Ekonomi Vol 13, No 1 (2025)
Publisher : Institut Teknologi dan Ilmu Sosial Khatulistiwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31846/jae.v13i1.801

Abstract

This research aims to examine the effectiveness of consumer brand switching for environmentally friendly skincare products in the DKI Jakarta area, in terms of brand personality, online customer reviews, and variety seeking. This type of research is associative with a quantitative approach. The population includes consumers who use environmentally friendly body care products in the DKI Jakarta area. A purposive sampling technique was used in this research with the final sample set at 100 respondents. The data analysis technique in the research uses multiple regression. The effectiveness of brand switching is influenced by the three factors above simultaneously. Brand Personality and Online Customer Reviews do not have a significant influence on Brand Switching for environmentally friendly skincare products, while there is a significant influence on Variety Seeking.Keyword: brand switching, effectiveness, variety seeking
Co-Authors Firsan Nova Handayani, Ellena Nurfazria Melani Quintania Resa Nurlaela Anwar