“…According to some research, a person's decision to continue with a brand can be influenced by a variety of things. , Ali and Majid (2020), Makudza (2021), Miraj et al, (2021), and Närvänen et al, (2020) claim that cultural, experiential, motivational, and psychological factors affect consumers' decisions to utilize a product. In addition to these factors, brands that were developed in response to emotional and personal experiences have an impact on consumers' decisions to switch to alternative goods and services (Das et al, 2019;Fusva et al, 2021;Junaidi, 2022).…”