Pengaruh Variety Seeking dan Word of Mouth terhadap Brand Switching Produk Kosmetik (Survei pada Remaja Pengguna Kosmetik di Kota Medan)

Abstract

The cosmetic industry has grown rapidly, especially among teenagers who tend to follow trends and are open to product variations. In Medan City, brand switching is a common phenomenon driven by variety seeking and word of mouth. Increasing competition among brands makes it important to study the factors influencing brand switching among teenage cosmetic users. This study aims to determine the influence of variety seeking and word of mouth on brand switching of cosmetic products among teenagers in Medan City. The analysis is conducted both partially and simultaneously to assess the contribution of each variable to brand switching behavior. This research uses a quantitative method with an associative approach. The sample was obtained using purposive sampling, with a total of 100 respondents. Primary data were collected through questionnaires distributed directly and via Google Forms. Secondary data were obtained from literature studies. Data analysis includes validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results show that both variety seeking and word of mouth have a significant partial influence on brand switching. Simultaneously, both variables also significantly affect brand switching. Based on the coefficient of determination test, the R value of 0.604 indicates a fairly strong relationship between variety seeking and word of mouth with brand switching. The adjusted R square value shows that the two independent variables contribute 35.2% to brand switching, while the remaining 64.8% is influenced by other variables not examined in this study.