Influence of Consumer Dissatisfaction and Need For Variation on Interest in Brand Switching of XL Internet Service Users

Abstract

This study aims to determine the effect of consumer dissatisfaction and need for variation on interest in brand switching of XL INTERNET SERVICE USERS. The type of research conducted is descriptive quantitative, which is causal associative. The population in this study were consumers of XL Internet Service Providers. The number of samples taken was 100 people. The sampling technique used in this study was purposive sampling technique. The data was collected through an online survey and analyzed using multiple linear regression analysis through the SPSS version 25 program. The results of this study indicate that consumer dissatisfaction and variety seeking have a positive and significant influence on brand switching interest among XL Internet service users.