ABSTRACTCorrespondentSonnu Aliefirnandaspenesa.1@gmail.comKey words:e-wom, sales promotion, brand switching and brand image, intervening variables, local skincareWebsite:https://idm.or.id/JSER/index.php/JSERPage: 587-595The increasing local skincare industry in Indonesia has led to intense competition among Indonesian skincare industries, resulting in brand switching among customers. This research analyzes the influence of electronic word of mouth (E-WOM), sales promotion on brand switching, with brand image as an intervening variable. The aim is to provide business strategy recommendations for local skincare companies to enhance customer loyalty and win the competition in the industry by creating suitable marketing strategies and brand positioning. This study examines the impact of E-WOM and Sales Promotion on Brand Switching through Brand Image in Local Skincare Brands using a quantitative approachand primary data. By using questionnaires distributed to users of local skincare products, this research employs a Cross-Sectional approach in a short period. Results indicate that E-WOM (average 3.7794) and sales promotion (average 3.5515) significantly and positively influence brand switching (average 3.57058). However, E-WOM and sales promotion do not significantly affect brand image (average 3.7353), and brand image does not significantly affect brand switching. The primary drivers for brand switching in local skincare products are competitors' E-WOM and sales promotion rather than the brand image of the product itself. E-WOM and sales promotion have a significant positive impact on brand switching of local skincare products, while they do not significantly affect brand image. Brand image also fails to prevent brand switching. It is recommended that local skincare companies enhance product and service quality, manage E-WOM effectively, and strengthen brand awareness and image through appropriate marketing strategies to boost customer loyalty.Copyright©2023JSER.Allrightsreserved.
Oleh :
Sri Vandayuli Riorini
