Pengaruh Persepsi Risiko Dan E-WOM Terhadap Brand Switching Pada Mahasiswi Pengguna Pinkflash Di Jakarta Timur

he Effect of Risk Perception and E-WOM on Brand Switching in Pinkflash User Students in East Jakarta

Abstract

This study aims to analyze the influence of Perceived Risk and Electronic Word of Mouth (E-WOM) on Brand Switching among Pinkflash product users in East Jakarta, particularly in the context of product safety issues circulating on social media. A quantitative method was employed by distributing questionnaires to 110 respondents selected through purposive sampling. The research instruments were valid and reliable, and the data were analyzed using multiple linear regression after meeting the classical assumption tests (normality, no multicollinearity, and no heteroscedasticity). The results show that Perceived Risk has a positive and significant effect on Brand Switching (t = 3.018; Sig. = 0.003), and so does Electronic Word of Mouth (t = 13.139; Sig. = 0.000). Simultaneously, both variables significantly affect Brand Switching, as shown by an F-value of 235.801 and a significance of 0.000. The Adjusted R Square of 0.812 indicates that 81.2% of the variation in Brand Switching is explained by Perceived Risk and E-WOM, while the remaining 18.8% is explained by other variables outside this study.