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All Journal INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS
Tifa Sufiati Istiqomah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE INFLUENCE OF PRODUCT QUALITY AND PROMOTION ON BRAND SWITCHING WITH BRAND IMAGE AS A MEDIATING VARIABLE: EVIDENCE FROM ORAL CARE PRODUCT USERS IN KUNINGAN REGENCY, INDONESIA Tifa Sufiati Istiqomah; Micki Watulandi; Wachjuni; Wildan Agista
INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Vol. 9 No. 1 (2026): Indonesian Journal Of Business And Economics
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/1e8trd34

Abstract

This study investigates the influence of product quality and promotion on brand switching, with brand image as a mediating variable, among Pepsodent toothbrush users in Kuningan Regency, Indonesia. Using a quantitative, descriptive-survey approach, data were collected from 190 respondents selected through purposive sampling. Structural Equation Modeling (SEM) with AMOS 23 was employed for analysis. Results reveal that both product quality (CR= 4.581, p < 0.001) and promotion (CR = 2.106, p = 0.035) exert significant positive effects on brand switching. Additionally, product quality (CR = 5.408) and promotion (CR = 3.034) positively influence brand image, which in turn significantly affects brand switching (CR = 1.984, p = 0.047). However, brand image fails to serve as a strong mediator between product quality or promotion and brand switching, as direct effects outweigh indirect effects. These findings suggest that consumers in competitive FMCG markets are more directly driven by perceived product quality and promotional stimuli when making brand-switching decisions, rather than being influenced through the brand image pathway.
Co-Authors Micki Watulandi Wachjuni Wildan Agista