Perpindahan Merek Kosmetik: Variaty seeking dan E-WOM

The study aims to determine the behavior of women switching cosmetic brands. Using an exploratory approach and purposive sampling as a technique for collecting primary data from 100 women through social media (whatsapp group). Statements related to the effect of variety seeking, and electronic word of mouth on brand switching. The research data were analyzed using multiple linear regression with SPSS software version 22.0. The presentation of the data shows that all questionnaire items have a good level of validity and reliability. The results of the study prove that partially only electronic word of mouth is significant to brand switching (Y) but simultaneously variety seeking (X1) and electronic word of mouth (X2) there is no significant difference.