Penelitian ini bertujuan untuk mengetahui pengaruh Ketidakpuasan Konsumen dan Keinginan Mencari Variasi Terhadap Perpindahan Merek Produk Sabun Pembersih Wajah Merek Biore ke Merek Pond’s pada konsumen di Kabupaten Kuningan. Penelitian ini dilakukan dengan menggunakan metode kuantitatif, jumlah sampel dalam penelitian ini sebanyak 100 responden. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah analisis regresi linier berganda. Hasil penelitian menunjukan bahwa Ketidakpuasan Konsumen dan Variety Seeking secara bersama-sama berpengaruh signifikan terhadap Perpindahan Merek Produk Sabun Pembersih Wajah Merek Biore ke Merek Pond’s. Ketidakpuasan Konsumen berpengaruh positif dan signifikan terhadap Perpindahan Merek Produk Sabun Pembersih Wajah Merek Biore ke Merek Pond’s. Variety Seeking berpengaruh positif dan signifikan terhadap Perpindahan Merek Produk Sabun Pembersih Wajah Merek Biore ke Merek Pond’s.
Kata Kunci : Ketidakpuasan Konsumen, Keinginan Mencari Variasi dan Perpindahan Merek

This research aims to determine the influence of consumer dissatisfaction and variety seeking on brand switching of facial cleansing soap products from the Biore brand to the Pond's brand among consumers in Kuningan Regency. This research was conducted using quantitative methods, the number of samples in this research was 100 respondents. The data collection technique used in this research is multiple linear regression analysis. The research results show that consumer dissatisfaction and variety seeking together have a significant influence on brand switching of facial cleansing soap products from the Biore brand to the Pond's brand. Consumer dissatisfaction has a positive and significant influence on brand switching of facial cleansing soap products from the Biore brand to the Pond's brand. Variety Seeking has a positive and significant influence on the Brand Transfer of Biore Facial Cleansing Soap Products to the Pond's Brand.
Keywords: Consumer Dissatisfaction, Variety Seeking and Brand Switching