The Influence of Regret, Alternative Attractiveness, and Subjective Norms on Switching Intention: A Study on NIVEA Users in Bandar Lampung

Abstract

This study investigates the influence of regret, alternative attractiveness, and subjective norms on switching intentions among users of NIVEA Body Serum in Bandar Lampung. Amid growing competition in the skincare industry, understanding the psychological and social factors driving brand switching behavior has become critical for companies aiming to retain customer loyalty. The research adopts a quantitative approach, collecting data from 120 respondents who are current or former users of NIVEA Body Serum. Data were gathered through structured online questionnaires using a Likert scale and analyzed using multiple linear regression. The results reveal that both regret and alternative attractiveness significantly influence consumers’ intentions to switch brands. Regret arises when users perceive that an alternative brand could offer better performance, prompting dissatisfaction with the current product. Similarly, the attractiveness of competing products, such as those offering superior quality or affordability, further motivates users to consider switching. Conversely, subjective norms—social pressures from peers or significant others—did not significantly affect switching intention in this context. These findings imply that internal evaluations and personal product experiences outweigh external social influences in shaping brand switching decisions. The study contributes to consumer behavior literature by emphasizing the role of cognitive and emotional factors in brand loyalty decisions, specifically within the skincare sector. It also provides practical insights for marketers to address user dissatisfaction and to enhance their value proposition to mitigate switching behavior.