Nia Kurnia Lestari Jurnal Ilmu Akuntansi dan Bisnis Syariah Volume IV/Nomor 02/Juli 2022 103 BRAND SWITCHING BEHAVIOUR PADA PRODUK SKINCARE HALAL DITINJAU BERDASARKAN PRIOR EXPERIENCE DAN VARIETY SEEKING BUYING BEHAVIOUR Nia Kurnia Lestari Magister Ekonomi Syariah, UIN Sunan Gunung Djati Bandung niakurnialestari02@gmail.com ABSTRAK Perusahaan harus mampu menjawab tantangan pasar dan memanfaatkan tantangan tersebut menjadi peluang agar dapat bertahan di masa yang akan datang. Jika perusahaan tidak dapat menciptakan keunggulan dari produk yang dihasilkannya maka kemungkinan konsumen melakukan perpindahan merek pada produk yang dikonsumsinya akan semakin tinggi. Tujuan dari penelitian ini untuk memahami besar pengaruh Prior Experience dan Variety seeking Buying Behaviour terhadap Brand Switching Behaviour pada konsumen produk skincare wardah. Hasil pengujian hipotesis secara Secara Simultan disimpulkan bahwa Prior Experience (X1) dan Variety Seeking Buying behaviour (X2) secara simultan berpengaruh positif dan signifikan terhadap Brand Switching Behaviour (Y) pada konsumen skincare wardah di Kota Bandung, karena nilai F hitung ≥ F tabel (11,302 ≥ 3,090) maka Ho ditolak dan Ha diterima, Jadi, faktor prior experience atau pengalaman yang konsumen dapatkan ketika menggunakan produk skincare Wardah, serta faktor sejauh mana tingkat keinginan konsumen untuk mencari variasi terhadap produk lain adalah dua faktor dari banyaknya faktor yang dapat memengaruhi konsumen dalam melakukan perpindahan merek. Kata Kunci : Brand Switching, Prior Experience, Skincare, Variety Seeking ABSTRACT Companies must be able to answer market challenges and take advantage of these challenges to become opportunities to survive in the future. If the company is unable to create advantages from the products it produ- ces, the likelihood that consumers will make brand transfers to the products they consume will be higher. The objectives of this study are To understand the great influence of Prior Experience and Variety seeking Buying Behavior on Brand Switching Behavior in Wardah's skincare product consumers. The research method used in this study is an explanatory method with a quantitative approach. The data used are primary data obtained from questionnaires of respondents who are consumers of Wardah skincare products in Bandung. The results of si- multaneously it was concluded that Prior Experience (X1) and Variety Seeking Buying behavior (X2) simul- taneously had a positive and significant effect on Brand Switching Behavior (Y) in wardah skincare consumers in Bandung City, because the value of F count ≥ F table (11.302 ≥ 3.090). So, the prior experience factors using Wardah skincare products, as well as the factor to what extent the level of consumers' desire to seek variations on other products are two factors out of the many factors that can influence consumers to do so. brand shift. Keywords : Brand Switching, Prior Experience, Skincare, Variety Seeking