PERILAKU VARIETY SEEKING GENERASI Z SERTA DAMPAKNYA TERHADAP BRAND SWITCHING
Keywords:
Variety Seeking, Brand Switching, Generasi Z
Abstract
Variety seeking behavior is often found in generation Z. This research aims to explore the influence of variety seeking behavior in generation Z on brand switching. This research is an explanatory research type involving 58 respondents selected using a purposive sampling technique from the population of students who use fragrance products. The criteria used in selecting respondents were that respondents purchased and used fragrance products of at least two different brands, and respondents were individuals from generation Z. The hypothesis testing technique was carried out using a simple linear regression analysis method. The research results show that generation Z's variety seeking behavior has a positive effect on brand switching.
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References
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Audina, R., Abrian, Y., & Waryono. (2022). Kontribusi Variety Seeking Terhadap Brand Switching di Rocky Plaza Hotel Kota Padang. Jurnal Kajian Pariwisata dan Bisnis Perhotelan Volume 3 No. 3 Tahun 2022, 199-205.
Badan Pusat Statistik. (2020). Potret Sensus Penduduk 2020 Menuju Satu Data Kependudukan Indonesia. Jakarta: BPS RI.
Baskoro, D., & Wisnubrata. (2023, 03 18). 5 Kebiasaan Gen Z Saat Belanja, Sangat Berbeda dengan Generasi Lain. Retrieved 09 2, 2023, from Kompas.com: https://lifestyle.kompas.com
Dwiastono, R. (2023, 07 11). Perilaku Belanja Gen Z: Hidupkan Bisnis Lokal, Minus Loyalitas Pada Merek. Retrieved September Selasa, 2023, from voaindonesia.com: http://www.voaindonesia.com
Ebert, R. J., & Griffin, R. W. (2017). Business Essentials Global Edition Eleventh Edition. Essex: Pearson Education.
Faustine, M. (2015). The Impact of Variety Seeking, Social Status, Quality and Advertisement Towards Brand Switching in Smartphone Product (A Case Study of BlackBerry User Thas Has Ever Changed Into Another Smartphone Product in Surabaya). iBuss Management Vol. 3, No. 2, (2015), 142-153.
Kotler, P., & Keller, K. L. (2009). Manejemen Pemasaran Edisi 13 Jilid 1. Jakarta: Erlangga.
Monita, R. (2023, 5 2). Apa itu Brand Switching? Definisi dan Penyebabnya. Retrieved 10 8, 2023, from Marketeers: https://www.marketeers.com
Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen Jilid 1 Edisi Kelima. Jakarta: Erlangga.
Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen Jilid 2 Edisi Kelima. Jakarta: Erlangga.
Oktriwina, A. S. (2021, 4 8). Jangan Sampai Konsumen Berpindah Hati, Pahami 4 Penyebab Brand Switching. Retrieved 10 8, 2023, from Glints: https://glints.com/
Palma, M. A., Iriani, S. S., & Harti. (2021). Effect of Variety Seeking and Electronic Word of Mouth on Brand Switching (Study on Millennial Generation as Modern Coffee Shop Consumers in Surabaya). International Journal of Multicultural and Multireligious Understanding (IJMMU) Vol. 8, No. 8, August 2021, 333-345.
Peter, J. P., & Olson, J. C. (2000). Consumer Behavior Perilaku Konsumen dan Strategi Pemasaran, Edisi 4. Jakarta: Erlangga.
Peter, J. P., & Olson, J. C. (2017). Perilaku Konsumen dan Strategi Pemasaran Edisi 9 Buku 1. Jakarta: Salemba Empat.
Putri, M. R. (2022, Juni 19). Mengenal "Perfume Layering" Untuk Ciptakan Wewangian Personal. Retrieved 10 02, 2023, from Antara: https://www.antaranews.com/
Safitri, A., & Septrizola, W. (2019). Pengaruh Dissatisfaction, Variety Seeking, Electronic Word of Mouth, dan Religiosity terhadap Brand Switching Produk Kosmetik Lain ke Kosmetik Wardah pada Mahasiswi Universitas Negeri Padang. Jurnal Kajian Manajemen dan Wirausaha Volume 01 Nomor 01 2019, 26-35.
Susanto, Y. D., & Widyawati, N. (2016). Pengaruh Variety Seeking, Promosi Dan Citra Merek Terhadap Keputusan Perpindahan Blackberry Ke Smartphone. Jurnal Ilmu dan Riset Manajemen: Volume 5, Nomor 2, 1-15.
Widiyarti, Y. (2023, 2 8). Produk yang Banyak Dibeli Gen Z saat Belanja Online. Retrieved 10 8, 2023, from tempo.co: https://gaya.tempo.co/
Published
2024-04-30
How to Cite
Budiarti, L., & Wijayanti, R. (2024). PERILAKU VARIETY SEEKING GENERASI Z SERTA DAMPAKNYA TERHADAP BRAND SWITCHING. J-MACC : Journal of Management and Accounting, 7(1), 1-8. https://doi.org/https://doi.org/10.52166/j-macc.v7i1.5678
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