<![CDATA[This research aims to determine what factors influence the brand switching behavior of hand and body lotion cosmetic products among women in Surabaya and also wants to know the dominant factors. This type of research is quantitative research with descriptive research methods. The population in this research is users of hand and body lotion cosmetic products in Surabaya. The sample in this research was 150. The sampling technique used was the purposive sampling method. The analysis used is factor analysis with the help of the IBM SPSS 25 program. The results of the research show that 10 factors influence women's brand switching behavior in Surabaya for hand and body lotion cosmetic products, namely e-commerce promos, reference groups, product quality, local brand, product bundling, variety seeking, online promotion, product packaging, price, and product knowledge. Of these 10 factors, the e-commerce promos factor is the dominant factor. Keywords:Brand Switching, Cosmetic Products, Factor Analysis.]]>
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