Putri, Anggy Kinaya (2025) PENGARUH PERCEIVED PRICE, NEGATIVE ELECTRONIC WORD OF MOUTH (NE-WOM), DAN VARIETY SEEKING TERHADAP BRAND SWITCHING DARI BRAND AFTERLIFE PADA GENERASI Z DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine and analyze the relationship between Perceived Price, Negative Electronic Word of Mouth, and Variety Seeking and Brand Switching from Afterlife Brands among Generation Z in Surabaya. The following research method quantitatively selected 70 respondents using purposive sampling. The sample consisted of Generation Z in Surabaya aged 18-28 who had previously used storage products from brands that have now entered the afterlife phase and switched to other brands. They also used social media platforms, particularly Twitter and TikTok. The analysis technique used in this study was PLS, through validity testing, reliability testing, and hypothesis testing. The results demonstrate that Perceived Price has a significant and positive impact on Brand Switching. Negative Electronic Word of Mouth has a significant and positive impact on Brand Switching. Variety Seeking has a significant and positive impact on Brand Switching from Afterlife Brands among Generation Z in Surabaya. This research provides practical implications for businesses, providing insight into the main causes of brand switching among Gen Z, which can be used as a basis for developing marketing strategies, increasing customer satisfaction, and maintaining consumer loyalty to stay competitive in the marketplace.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Student Anggy Kinaya Putri | ||||||||
| Date Deposited: | 03 Dec 2025 06:33 | ||||||||
| Last Modified: | 03 Dec 2025 06:44 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47586 |
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