PRODUCT FEATURES AND QUALITY IN BRAND SWITCHING BEHAVIOR OF IMPLORA EYELINER ON SUMBAWA

Abstract

Indonesia's economy has grown, which has led to the growth of a business. According to BPS Indonesia, there were 26 million more businesses in Indonesia in 2016. One of them is the cosmetics industry, which the minister of the industry says is important. Because there are so many different types of cosmetic industries and so much competition, manufacturers have to change their products to meet the needs of their customers. Eyeliner is a popular product in the cosmetics industry that many people use. Following the widening of Eyeliner products, many different brands came out with different levels of quality, features, and quantity, as well as other features. Consumers may switch brands because there are so many different brands for the same thing, along with their desire to find new products. Consumers look at the quality and features of a product, as well as other product attributes when they decide to switch brands. According to the results of data processing on hypothesis testing, Implora brand eyeliner has qualities and features that make people switch brands. This is based on validity, reliability, and classical assumption tests, as well as coefficients of determination. The sampling of 100 people was used in this study, which shows that product features and product quality have a big and positive impact on brand switching. According to the results of data processing on hypothesis testing, Implora brand eyeliner has qualities and features that make people switch brands.