The influence of Negative Electronic Word of Mouth and Variety Seeking on Brand Switching Behaviour with Customer Engagement as an intervening variable, facial serum products study on Gen Z Dertaida Panjaitan (a), Indrawati (b)
Telkom University
School of Economics and Business, Bandung, Indonesia
Abstract
The growth of the cosmetic industry in Indonesia is influenced by the high demand for beauty products. One of the factors, the problem that is often faced by women, especially Gen Z is dull facial skin. One of the most purchased beauty products by Gen Z is facial serum products. This study aims to see the effect of negative E-WOM and variety seeking on brand switching behaviour with customer engagement as an intervening variable for facial serum products on Gen Z. Quantitative research method with questionnaire data collection as many as 300 respondents. Data analysis techniques with Structural Equation Modeling using SmartPLS. The results showed negative E-WOM, variety seeking has a negative effect on customer engagement, customer engagement has a negative effect on brand switching behaviour. While E-WOM and variety seeking have a positive effect on brand switching behaviour. Then negative E-WOM on brand switching behaviour through customer engagement as an intervening variable also has a positive influence. Variety seeking on brand switching behaviour through customer engagement as an intervening variable also has a positive influence. This research helps companies in carrying out their business processes to continue to innovate, improve brand image and improve business strategies to be sustainable.
