Effect of Variety Seeking and Electronic Word of Mouth on Brand Switching (Study on Millennial Generation as Modern Coffee Shop Consumers in Surabaya)

Marisa Arnindita Palma, Sri Setyo Iriani, Harti Harti


The purpose of this study is to find out the Effect of Finding Variations and Communicationby OnlineWord of Mouthtoward Brand Switching (Study on Coffee Shop Consumers in Surabaya). This type of research is conclusive research. Research with problem solving research studies using the number of respondents as many as 200. As for obtaining data from 200 respondents, researchers added an error sampling of 5% so that the number of respondents as many as 210. Sampling techniques used in this study are non probability sampling, with judgemental sampling method and snowball sampling. The results of this study showed that the search for variations positively influenced the Switching of Consumer Brands of Modern Coffee Shops in Surabaya e-WOM has a positive effect on the Switching of Consumer Brands of Modern Coffee Shops in Surabaya.


Variety Seeking; Consumer Brand Switching; e-WOM; Modern Coffee Shop

Full Text:



Cheng, Q., Du, R., & Ma, Y. (2016). Factors influencing theme park visitor brand-switching behaviour as based on visitor perception. Current Issues in Tourism, 19(14), 1425–1446. https://doi.org/10.1080/13683500.2014.885497

Dahwilani, D. M. (2019). Data dan Fakta Tren Menjamurnya Kedai Kopi Kekinian di Indonesia [Blog Marketing].https://www.inews.id/travel/kuliner/data-dan-fakta-tren-menjamurnya-kedai-kopi-kekinian-di-indonesia

Faustine, M. (2015). The Impact of Variety Seeking, Social Status, Quality and Advertisement Towards Brand Switching in Smartphone Product (A Case Study of BlackBerry User Thas Has Ever Changed Into Another Smartphone Product in Surabaya). IBuss Management, 3(2), 142–153.

Gunawan, A., Diana, B., Muchardie, B. G., & Sitinjak, M. F. (2016). The effect of involvement and electronic word of mouth (eWOM) on brand image and its impact on consumers brand switching of mamypoko. International Journal of Economics and Management, 10(SpecialIssue1), 19–31.

IRIANI, S. S., NUSWANTARA, D. A., KARTIKA, A. D., & PURWOHANDOKO, P. (2021). The Impact of Government Regulations on Consumers Behaviour during the COVID-19 Pandemic: A Case Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(4), 939–948. https://doi.org/10.13106/jafeb.2021.vol8.no4.0939

Justiana Astuti, H., & Budi Santoso, S. (2020). Weakened Patient Loyalty Model at Beauty Clinics: Based on Variety Seeking Behavior, Dissatisfaction, Negative WOM and Brand Switching. SHS Web of Conferences, 86, 01032. https://doi.org/10.1051/shsconf/20208601032

Maretama, A. R., Suharyono, & Bafadhal, A. S. (2018). Pengaruh Electronic Word Of Mouth Terhadap Brand Image Dan Brand Switching (Survei pada Mahasiswa Pengguna Operating System Android di Universitas Brawijaya). Jurnal Administrasi Bisnis (JAB), 65(1), 129–137.

Pasaribu, R., & Sugiarto, A. (2011). Pengaruh E-WOM Terhadap Peralihan Merek Dengan Citra Merek Sebagai Variabel Mediasi. Economics and Business, 16(110), 853–862.

Pelupessy, S. J., Wardana, M., & Suprapti, N. W. S. (2017). Peran Brand Image Dalam Memediasi Pengaruh Wom Terhadap Switching Intention Ke Produk Smartphone Merek Samsung Di Denpasar. Jurnal Ekonomi Dan Bisnis Universitas Udayana, 6(5), 1939–1966.

Pirdaus, A., Danial, R. D. M., & Ramdan, A. M. (2020). ANALISIS EFEK KOMUNITAS DAN ELECTRONIC WORD OF MOUTH TERHADAP BRAND SWITCHING PRODUK XIAOMI POCOPHONE KE OPPO F9 DI RNY COMMUNICATION KOTA SUKABUMI. Journal of Management and Bussines, 2(1), 1–8. https://doi.org/10.1017/CBO9781107415324.004

Safitri, A., & Septrizola, W. (2019). Pengaruh Dissatisfaction, Variety Seeking, Electronic Word of Mouth, dan Religiosity terhadap Brand Switching Produk Kosmetik Lain ke Kosmetik Wardah pada Mahasiswi Universitas Negeri Padang. Jurnal Kajian Manajemen Dan Wirausaha, 01(01), 26–35.

Sang, H., Xue, F., & Zhao, J. (2018). What Happens When Satisfied Customers Need Variety? –Effects Of Purchase Decision Involvement and Product Category on Chinese Consumers’ Brand-Switching Behavior. Journal of International Consumer Marketing, 30(3), 148–157. https://doi.org/10.1080/08961530.2018.1423662

Suharseno, T., Hidayat, R., & Liana Dewi, D. (2013). Pengaruh Ketidakpuasan Konsumen Dan Karakteristik Kategori Produk Terhadap Keputusan Perpindahan Merek Dengan Kebutuhan Mencari Variasi Sebagai Variabel Moderasi. Buletin Studi Ekonomi, 18(2), 176–182.

Susanto, Y. D., & Widyawati, N. (2016). Pengaruh Variety Seeking, Promosi, dan Citra Merek Terhadap Keputusan Perpindahan Merek. Ilmu Dan Riset Manajemen, 5, 1–15.

Thawil, A. N. (2014). Pengaruh Ketidakpuasan Pasca Konsumsi Dan Kebutuhan Mencari Variasi Terhadap Keputusan Perpindahan Merek Handphone GSM Dari Merek Blackberry Ke Samsung (Studi Pada Pengguna Handphone di Kota Manado). Jurnal Riset Bisnis Dan Manajemen, 2(4), 73–89.

Zhang, H., Takanashi, C., Gemba, K., & Ishida, S. (2015). Empirical Research on the Influence of Negative Electronic Word-of-Mouth on Brand Switching Behavior. World Journal of Management, 6(2), 46–61. https://doi.org/10.21102/wjm.2015.09.62.04.

DOI: http://dx.doi.org/10.18415/ijmmu.v8i8.2976


  • There are currently no refbacks.

Copyright (c) 2021 International Journal of Multicultural and Multireligious Understanding

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

International Journal of Multicultural and Multireligious Understanding (IJMMU) ISSN 2364-5369
Copyright © 2014-2018 IJMMU. All rights reserved.