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All Journal EKONOMIS : Journal of Economics and Business
Ni Luh Ayu Mira Dhamayanti Pratiwi
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.
Co-Authors I Nengah Suardhika Ni Putu Cempaka Dharmadewi Atmaja