Tujuannya untuk meneliti dan mengkaji tentang pengaruh brand image, customer dissatisfaction dan variety seeking terhadap brand switching. Metode penelitian ini menggunakan pendekatan deskriptif kuantitatif melalui tahap penelitian studi kepustakaan dan explanatory survey dengan populasi yang diteliti yaitu konsumen Aqua yang beralih merek ke Le minerale yang ada di Kabupaten Kuningan dan sampel yang diperoleh berdasarkan perhitungan rumus Hair sebanyak 140 orang serta dipilih menggunakan teknik purposive sampling yang pengumpulan datanya melalui penyebaran angket atau kuesioner untuk kemudian diolah dan dianalisa menggunakan analisis regresi berganda dengan SPSS 26. Hasil dari penelitian ini yaitu 1) brand iamge, customer dissatisfaction, dan variety seeking berpengaruh secara simultan terhadap brand switching dari Aqua ke Le Minerale, 2) brand image berpengaruh positif terhadap brand switching dari Aqua ke Le Minerale, 3) customer dissatisfaction berpengaruh positif terhadap brand switching dari Aqua ke Le Minerale, 4) variety seeking berpengaruh positif terhadap brand switching dari Aqua ke Le Minerale.
The purpose of this study was to investigate and analyze the influence of brand image, customer dissatisfaction, and variety seeking on brand switching. The research employed a quantitative descriptive approach, which included a literature review and an explanatory survey. The population consisted of Aqua consumers in Kuningan Regency who had switched brands to Le Minerale. A total of 140 respondents were selected based on the Hair formula and chosen using purposive sampling techniques. Data were collected through the distribution of questionnaires, which were then processed and analyzed using multiple regression analysis with SPSS 26. The findings of the study indicated that brand image, customer dissatisfaction, and variety seeking had a simultaneous influence on brand switching from Aqua to Le Minerale. Furthermore, brand image had a positive effect on brand switching, as did customer dissatisfaction and variety seeking. All three variables contributed significantly to consumers' decisions to switch from Aqua to Le Minerale.