Aulia Ananda Putri Alfattah, . (2025) ANALISIS ELECTRONIC WORD-OF-MOUTH (E-WOM), VARIETY SEEKING DAN CITRA MEREK TERHADAP BRAND SWITCHING PADA TOKOPEDIA MARKETPLACE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The advancement of digital technology has driven a major transformation in consumer behavior, particularly in Indonesia's e-commerce sector. This shift is marked by a transition from conventional shopping methods to online platforms, in line with increasing population, urbanization, and purchasing power. Marketplaces, as online buying and selling platforms, have become the main choice for consumers. However, the growing number of e-commerce platforms has also triggered the phenomenon of brand switching, including a decline in user loyalty toward Tokopedia, which previously dominated the market. This study aims to analyze the influence of Electronic Word-of-Mouth (E-WOM), Variety Seeking, and Brand Image on Brand Switching. The sample consisted of 180 respondents residing or conducting activities in DKI Jakarta who had used at least two e-commerce platforms, one of which was Tokopedia. A quantitative approach was used with purposive sampling technique, and data were collected via Google Form. The data were analyzed using descriptive and inferential methods with the SmartPLS 4.1 software. The results show that: (1) E-WOM has a significant effect on Brand Switching with a path coefficient of 0.435, (2) Variety Seeking has a significant effect with a coefficient of 0.294, and (3) Brand Image has a significant effect with a coefficient of 0.153. The R-Square value of 70.3% indicates that the three independent variables collectively explain changes in Brand Switching, while the remaining 29.7% is influenced by other factors not included in this study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111161] [Pembimbing: Prof. Dr. Prasetyo Hadi, SE., MM., CFMP] [Penguji 1: Dr. Maria Assumpta Wikantari, S.S., MBA., CWM] [Penguji 2: Dienni Ruhjatini SE.,MM.] |
| Uncontrolled Keywords: | Electronic Word-of-Mouth, Variety Seeking, Brand Image, Brand Switching, Tokopedia, Marketplace, E-commerce |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | AULIA ANANDA PUTRI ALFATTAH |
| Date Deposited: | 21 Aug 2025 08:15 |
| Last Modified: | 21 Aug 2025 08:15 |
| URI: | http://repository.upnvj.ac.id/id/eprint/37958 |
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