The aim of this research is to analyze the influence of product quality, price
perception, need to seek variety and word of mouth on brand switching at Mixue in
Purwokerto. The population of this research is Mixue consumers in Purwokerto.
The sampling method used was snowball sampling with a population of 128 with
several predetermined criteria. These criteria include consumers having made a
brand switch more than once. The results of the regression analysis show that
product quality has a significant effect on brand switching, price perception has no
effect on brand switching, the need to seek variety has a significant effect on brand
switching, and word of mouth has a significant effect on brand switching.