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All Journal Bussman Journal : Indonesian Journal of Business and Management
Zalikha , Zalikha
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Economics, Econometrics & Finance

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DINAMIKA BRAND SWITCHING: PERAN VARIETY SEEKING DAN ELECTRONIC WORD OF MOUTH DALAM PERUBAHAN PREFERENSI KONSUMEN OTOMOTIF DI INDONESIA Mulyadi , Mulyadi; Muchsin , Muchsin; Ariska, Emalia; Yusuf, M.; Zalikha , Zalikha
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 1 (2025): Bussman Journal | Januari - April 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i1.361

Abstract

Brand Switching is a consumer behavior in which individuals shift from one brand to another when purchasing products within the same category. This means that consumers who were previously loyal to a particular brand decide to try or switch to a competing brand. This study aims to analyze the influence of variety seeking and electronic word of mouth (eWOM) on brand switching in Indonesia’s automotive industry, particularly marked by the shift from Japanese to Chinese brands. The phenomenon of brand switching has become increasingly common in the digital era, driven by consumers’ desire for variety and information obtained through online reviews. Variety seeking, based on the Optimal Stimulation Level (OSL) theory and novelty seeking, reflects the consumer's desire for new experiences. Meanwhile, eWOM, grounded in social proof and information adoption theories, shapes perceptions through online reviews. This quantitative study utilized a questionnaire distributed to 100 respondents who had switched car brands. Data were collected using a Likert scale of 1 to 5. The data analysis employed Multiple Linear Regression and was processed using SPSS version 24. The hypothesis testing revealed that variety seeking has a significant negative effect, eWOM has a significant positive effect, and both variables simultaneously have a significant positive effect on brand switching. Educated Indonesian consumers tend to consider value for money, innovation, and design when making brand-switching decisions. Companies need to leverage eWOM, enhance innovation, and understand consumer preferences to maintain market position and customer loyalty..
PENGARUH TATA KELOLA PEMERINTAHAN DESA: STUDI KORELASIONAL ANTARA TRANSPARANSI, AKUNTABILITAS, DAN PENGELOLAAN APBDES DI GAMPONG COT LAOT Zalikha , Zalikha; Ariska, Emalia; Yusuf, M.; Mulyadi , Mulyadi; Muchsin , Muchsin
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 1 (2025): Bussman Journal | Januari - April 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i1.362

Abstract

The management of APBDes funds signifies that all planning, which is the result of an agreement between the village government and the village consultative body, encompasses expenditures stipulated for the administration of village governance for one year. The objective of this research is to analyze the influence of village government transparency and accountability on the management of the village revenue and expenditure budget (APBDes) in Gampong Cot Laot, Peudada Subdistrict, Bireuen Regency. To obtain optimal results, the data scope was derived from respondent answers through questionnaire questions distributed to 40 respondents, namely the community of Cot Laot Village, Peudada Subdistrict, Bireuen Regency. The data analysis technique used in this research is multiple linear regression. The research results, both partially and simultaneously, indicate that village government transparency and accountability have a positive and significant influence on the management of APBDes in Cot Laot Village, Peudada Subdistrict, Bireuen Regency.
Co-Authors Ariska, Emalia M. Yusuf Muchsin , Muchsin Mulyadi , Mulyadi