The purpose of this study was to examine the influence of Product Attributes, Seeking Variety, and Consumer Dissatisfaction on Brand Switching Behavior of Pantene Shampoo. This research is a quantitative study. The population of this study was Purposive Sampling with the criteria of respondents from Banjarnegara and Bawang sub-districts who use or have used Pantene Shampoo, both men and women. The data analysis method used SPSS 26 software with Multiple Linear Regression Test modeling. The results of Product Attributes, Seeking Variety, and Consumer Dissatisfaction simultaneously have a significant effect on Brand Switching Behavior. While the results of Product Attributes partially have a significant effect on Brand Switching Behavior, Seeking Variety partially has a significant effect on Brand Switching Behavior, and Consumer Dissatisfaction partially has a significant effect on Brand Switching Behavior. It can be concluded that Product Attributes, Seeking Variety, and Consumer Dissatisfaction simultaneously and partially have a significant effect on Brand Switching Behavior.