PERILAKU PERPINDAHAN MEREK PADA PEMBELIAN PRODUK PEMUTIH KULIT

Lighter skin will represent woman beauty in the Indonesian market. There?fore many Indonesia women purchase whitening products to lighten their skin in order to be percepted as a beautiful woman. It is a very big oppor?tunities for cosmetic company to product whitening products. There are many whitening product with many brands produced by many manufac?turer. That is the reason why the competition in the industry is very fierce. It is assumed that woman will try to consume many whitening brands before the are loyal to one brand. The research will identify the factors that motivate woman to do brand switching in this industry. Moreover, factor that influences more will be elaborated. By analyzing with factor analysis and arithmetic mean, two factors are found; these are product image and accessibility. Accessibility give more motivation to do brand switching