Tujuan penelitian adalah menghasilkan bukti empiris berupa model regresi yang dapat menjelaskan pengaruh brand image, electronic word of mouth dan variety seeking secara simultan terhadap keputusan perpindahan merek secara silmutan maupun secara parsial. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif dan verifikatif. Populasi dari penelitian ini adalah konsumen pengguna AQUA yang beralih Le Minerale di Kabupaten Kuningan. Sampel diambil dengan teknik Purposive sampling dan jumlah sampel yang akan diteliti sebanyak 120 pengguna AQUA yang beralih menggunakan Le Minerale di Kab Kuningan. Dalam mengumpulkan data perusahaan penulis menggunakan teknik angket. Pehitungan untuk menguji hipotesis yang diajukan menggunakan analisis regresi linear berganda dengan bantuan aplikasi SPSS versi 26 for windows. Hasil penelitian menunjukkan : (1) Brand Image, Electronic Word Of Mouth dan Variety Seeking secara simultan berpengaruh terhadap Brand Switching, (2) Terdapat pengaruh negative Brand Image terhadap Brand Switching, (3) Terdapat pengaruh negative Electronic Word Of Mouth terhadap Brand Switching, dan (4) Terdapat pengaruh positif Variety Seeking terhadap Brand Switching. Artinya apabila brand image semakin negatif, electronic word of mouth mengenai AQUA semakin menurun dan keinginan konsumen akan mencari variasi baru semakin sesuai dengan referensi konsumen maka akan meningkatkan keputusan perpindahan merek AQUA ke Le Minerale.

Kata kunci : Brand Image, Electronic Word Of Mouth, Variety Seeking, Brand Switching.

The aim of the research was to produce empirical evidence in the form of a regression model that explained the simultaneous and partial effects of brand image, electronic word of mouth, and variety seeking on brand switching decisions. The research method used was descriptive and verification. The population of the study consisted of AQUA users who switched to Le Minerale in Kuningan Regency. The sample was selected using purposive sampling technique, with a total of 120 AQUA users who switched to Le Minerale in Kuningan Regency. Data collection was conducted using questionnaires. The hypothesis testing was performed using multiple linear regression analysis assisted by SPSS version 26 for Windows. The results of the study showed that: (1) Brand Image, Electronic Word Of Mouth, and Variety Seeking simultaneously influenced Brand Switching; (2) there was a negative influence of Brand Image on Brand Switching; (3) there was a negative influence of Electronic Word Of Mouth on Brand Switching; and (4) there was a positive influence of Variety Seeking on Brand Switching. This indicated that the more negative the brand image, the more electronic word of mouth about AQUA decreased, and the higher the consumers' desire for new variations, the more likely they were to switch from AQUA to Le Minerale, according to consumer references.

Keywords: Brand Image, Electronic Word Of Mouth, Variety Seeking, Brand Switching.