Are You Bored With Your Skincare Brand? The Need for Variety and Brand Switching Intention on Skincare Products

Abstract

Online shopping has been an increasing trend in Indonesia in 2020, followed by e-commerce in Indonesia having growth value of 78%. Based on the analytics, one of the most purchased products by consumers is skincare, where many people have taken an interest in clean beauty skincare. Exposure to various skincare brands can drive the need for variety that affect buying behavior made by consumers. The purpose of this study is to identify the relationship between the need for variety and brand switching intention. A quantitative approach with correlational method was used in this study. Convenience sampling was used as the sampling method and 187 respondents was obtained. Need for Variety and Brand Switching was measured using the EBBT Scale and Brand Switching Intention Scale, respectively, which have been proven to have good reliability and validity. Respondents filled out a research questionnaire through online form. The results obtained from this study showed that there is a positive correlation between the need for variety and brand switching intention on specific brand consumer (r = 0.293, p-value<.05), which indicates that the higher the need for variety, it is likely that the brand switching intention would also be higher. However, the correlation between the two variables fell into the weak category, which could be the cause of consumers are in highly engaged with the skincare products of their choice and with marketers providing variations of each skincare product to prevent consumers from looking for variations in other brands.