The Influence of Consumer Dissatisfaction and Variety Seeking on Brand Switching (A Study of Tumbler Tupperware Users in Surabaya)

Authors

  • Amirah Cetta Candraningtyas Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Hery Pudjoprastyono Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.56548/msr.v5i2.211

Keywords:

Consumer Dissatisfaction, Variety Seeking, Brand Switching

Abstract

This study aims to analyze the influence of consumer dissatisfaction and variety seeking on brand switching among users of Tupperware water bottles (tumblers) in Surabaya. The research method used was a quantitative approach with purposive sampling of 90 respondents who had used Tupperware and switched to another brand. Data collection was conducted via a questionnaire using a Likert scale, followed by analysis using Partial Least Squares (PLS-SEM). The results indicate that Consumer Dissatisfaction has a positive and significant effect on Brand Switching, with a coefficient of 0.338 and a p-value of 0.000. Additionally, Variety Seeking also has a positive and significant influence with a coefficient of 0.631 and a p-value of 0.000, and it is the more dominant variable in influencing Brand Switching. The research model explains 57.3% of the variation in Brand Switching.

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Published

2026-05-12

How to Cite

Amirah Cetta Candraningtyas, & Hery Pudjoprastyono. (2026). The Influence of Consumer Dissatisfaction and Variety Seeking on Brand Switching (A Study of Tumbler Tupperware Users in Surabaya). Management Science Research Journal, 5(2), 21–27. https://doi.org/10.56548/msr.v5i2.211

Issue

Vol. 5 No. 2 (2026): MAY 2026

Section

Articles

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Copyright (c) 2026 Amirah Cetta Candraningtyas; Hery Pudjoprastyono

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