Penelitian ini bertujuan untuk menguji pengaruh iklan dan ketidakpuasan konsumen terhadap perpindahan merek dengan kebutuhan mencari variasi sebagai variabel moderasi. Sampel dalam penelitian adalah konsumen pengguna Smartphone merek lain yang telah melakukan perpindahan merek pada smartphone Samsung dengan sampel sebanyak 160, dengan teknik pengambilan sampel menggunakan teknik nonprobability sampling dengan purposive sampling. Penelitian ini menggunkan metode Structural Equation Modelling (SEM) dengan pendekatan Partial Least Square (PLS) yang diolah menggunakan Software SmartPLS versi 4.0. Instrumen penelitian ini berupa angket yang berisi pernyataan dan disebarkan kepada responden konsumen pengguna Samsung yang yang telah melakukan perpindahan merek pada smartphone Samsung di Kabupaten Kuningan melalui google formulir. Hasil penelitian dari hipotesis yang diajukan memperoleh kesimpulan bahwa (1) Iklan berpengaruh positif terhadap perpindahan merek. (2) Ketidakpuasan konsumen berpengaruh positif terhadap perpindahan merek. (3) Kebutuhan mencari variasi dapat memoderasi pengaruh iklan terhadap perpindahan merek. (4) Kebutuhan mencari variasi dapat memoderasi pengaruh ketidakpuasan konsumen terhadap perpindahan merek.

This research aimed to examine the influence of advertising and consumer dissatisfaction on brand switching, with the need for variety seeking acting as a moderating variable. The sample in this study consisted of 160 consumers who previously used other smartphone brands and had switched to Samsung smartphones. The sampling process utilized a non-probability sampling technique with a purposive sampling approach. The study employed the Structural Equation Modeling (SEM) method with a Partial Least Square (PLS) approach, which was processed using SmartPLS software version 4.0. The research instrument was a questionnaire containing several statements, which was distributed via Google Forms to respondents in Kuningan Regency who were Samsung users and had experienced brand switching to Samsung smartphones. The results of this study indicated that: (1) Advertising had a positive effect on brand switching. (2) Consumer dissatisfaction had a positive effect on brand switching. (3) Variety seeking moderated the influence of advertising on brand switching. (4) Variety seeking moderated the influence of consumer dissatisfaction on brand switching.