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All Journal EKONOMIS : Journal of Economics and Business
I Nengah Suardhika
Faculty of Economics and Business, Universitas Mahasaraswati Denpasar
Economics, Econometrics & Finance

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The Nexus of Product Quality, Electronic Word of Mouth, and Variety Seeking on Brand Switching of Scarlett Products in Denpasar Ni Putu Cempaka Dharmadewi Atmaja; I Nengah Suardhika; Ni Luh Ayu Mira Dhamayanti Pratiwi
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2371

Abstract

This study aims to examine the influence of product quality, electronic word of mouth (e-WOM), and variety seeking on brand switching behavior among Scarlett consumers in Denpasar. The study population consisted of Generation Z consumers who use Scarlett products in Denpasar. A total of 96 respondents were selected using a purposive sampling technique. Data were collected through interviews, documentation, and questionnaires, and analyzed using multiple linear regression. The results showed that product quality, electronic word of mouth (e-WOM), and variety seeking have a negative and significant influence on brand switching behavior; meaning that higher perceived product quality, more positive e-WOM, and the availability of product variety contribute to reducing consumers' tendency to switch to competing brands. Continuous product quality improvement, effective management of positive online reviews, and continuous product innovation are important strategies to minimize brand switching and strengthen customer loyalty among Generation Z consumers.
The Nexus of Price Perception, Lifestyle, and Word of Mouth: Influencing Purchasing Decisions for Netflix Subscription Packages in Denpasar City I Nengah Suardhika; I Gusti Agung Ayu Dian Priskila Chandra; Ni Putu Cempaka Dharmadewi Atmaja
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2356

Abstract

Consumers' decisions to purchase products or services are crucial to the success of a business. Therefore, businesses must identify and understand the factors that influence customer satisfaction to effectively engage and support customers. This study aims to analyze the influence of price perception, lifestyle, and word-of-mouth (WOM) on the decision to purchase a Netflix subscription in Denpasar. The study involved 96 respondents selected using purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression. The results revealed that the purchase decision was positively and significantly influenced by price perception. The decision to purchase a Netflix subscription was also positively and significantly influenced by lifestyle and word-of-mouth. It is important to note that these findings are unique to Denpasar and may not be applicable to other regions due to variations in local market dynamics and customer behavior. This emphasizes the need for further studies to examine similar elements in various contexts.
Co-Authors I Gusti Agung Ayu Dian Priskila Chandra Ni Luh Ayu Mira Dhamayanti Pratiwi Ni Putu Cempaka Dharmadewi Atmaja