Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menguji pengaruh antara product quality, electronic word of mouth dan religiosity terhadap brand switching produk sunscreen azarine pada generasi z kota banda aceh. data dikumpulkan menggunakan kuesioner. sampel dari penelitian ini merupakan generasi z kota banda aceh yang berusia 15-24 tahun sebanyak 100 orang responden yang diambil berdasarkan rumus hair. pengujian analisis yang digunakan dalam penelitian ini yaitu menggunakan regresi linier berganda. hasil penelitian menunjukan secara parsial variabel product quality dan electronic word of mouth berpengaruh terhadap brand switching, sedangkan variabel religiosity secara parsial tidak berpengaruh terhadap brand switching. kemudian secara simultan variabel product quality, electronic word of mouth, dan religiosity berpengaruh terhadap brand switching produk sunscreen azarine pada generasi z kota banda aceh. kata kunci: product quality, electronic word of mouth, religiosity, brand switching

ABSTRACT This research aims to examine the influence of product quality, electronic word of mouth and religiosity on brand switching of Azarine sunscreen products in Generation Z in Banda Aceh City. Data was collected using a questionnaire. The sample from this research was Generation Z from Banda Aceh City aged 15-24 years, consisting of 100 respondents taken based on the Hair formula. The analysis test used in this research is Multiple Linear Regression. The research results show that the product quality and electronic word of mouth variables partially influence brand switching, while the religiosity variable partially has no influence on brand switching. Then simultaneously the variables product quality, electronic word of mouth, and religiosity influence the brand switching of Azarine sunscreen products in Generation Z in Banda Aceh City. Keywords: Product Quality, Electronic Word of Mouth, Religiosity, Brand Switching