SKRIPSI: Pengaruh Electronic Word of Mouth, Variety Seeking, dan Brand Image terhadap Brand Switching pada Konsumen Aqua ke Le Minerale

HILMI, Muhammad Izzat (2025) SKRIPSI: Pengaruh Electronic Word of Mouth, Variety Seeking, dan Brand Image terhadap Brand Switching pada Konsumen Aqua ke Le Minerale. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of Electronic Word Of Mouth, Variety Seeking, and Brand Image on Brand Switching in Aqua Consumers to Le Minerale. The sampling technique in this study used non-probability sampling techniques with a total of 120 respondents. Data analysis using multiple linear regression analysis using the IBM SPSS Statistics 22 program. The results showed that e-wom has no effect on brand switching for aqua to Le Minerale consumers, variety seeking has a positive and significant effect on brand switching for aqua to Le Minerale consumers, and brand image has a positive and significant effect on brand switching for aqua to Le Minerale consumers.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	STIM YKPN Yogyakarta > Manajemen
Depositing User:	Subhan Harish Munawar
Date Deposited:	11 Dec 2025 06:51
Last Modified:	11 Dec 2025 06:51
URI:	http://repository.stimykpn.ac.id/id/eprint/662

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