Azzahra Khairun Nisa, . (2025) PENGARUH VARIETY SEEKING, HARGA DAN KUALITAS PRODUK TERHADAP BRAND SWITCHING PRODUK SKINCARE THE ORIGINOTE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (266kB) |
|
Text
AWAL.pdf Download (1MB) |
|
Text
BAB 1.pdf Restricted to Repository UPNVJ Only Download (447kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (351kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (480kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (655kB) |
|
Text
BAB 5.pdf Download (245kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (276kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (134kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (686kB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (18MB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (452kB) |
Abstract
The global beauty and Fast Moving Consumer Goods (FMCG) market continues to grow, driven by high awareness of skincare among modern consumers. However, this rapidly evolving market faces behavioral challenges, especially from Generation Z, who are known for low brand loyalty and a high propensity for brand switching. This shifting behavior is often triggered by the urge to seek variety, price sensitivity, and product quality evaluations that do not meet expectations. The change in brand rankings on e-commerce, as experienced by The Originote, highlights that maintaining consumer loyalty is a major challenge amidst competitive pressure and inconsistencies in previous research findings. This study aims to determine, analyze, and prove the influence of variety seeking, price, and product quality on brand switching of The Originote skincare products. Using a quantitative method, the research sample includes 100 Generation Z consumers residing in DKI Jakarta who have switched from The Originote skincare products to another brand. SEM-PLS analysis indicates that: (1) Variety Seeking significantly influences brand switching of The Originote skincare products, (2) Price significantly influences brand switching of The Originote skincare products, and (3) Product Quality significantly influences brand switching of The Originote skincare products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111017] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Dea Delia Lestari] [Ketua Penguji: Prasetyo Hadi] |
| Uncontrolled Keywords: | Variety Seeking, Price, Product Quality, Brand Switching |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | AZZAHRA KHAIRUN NISA |
| Date Deposited: | 17 Mar 2026 02:46 |
| Last Modified: | 17 Mar 2026 02:46 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41068 |
Actions (login required)
 |
View Item |