This research aims to analyze the effect of product attributes, advertising, reference group, variety seeking, and word of mouth on brand switching from other branded smartphones to Oppo. The sample of this research consisted of 114 students in Purwokerto city, Universitas Jenderal Soedirman, IAIN Purwokerto, and Universitas Muhammadiyah Purwokerto, who have switched brands to Oppo smartphones. Using purposive sampling technique with several criteria and data obtained from respondents with research instrument using a questionnaires. The research used multiple linear regression analysis. The results showed that the variable product attribute, advertising, reference group, variety seeking and word of mouth had a simultaneous effect on brand switching. The results revealed that product attributes do not affect brand switching, advertising does not affect brand switching, reference group had a significant effect on brand switching, variety seeking had a significant effect on brand switching, and word of mouth had a significant effect on brand switching