ANALISIS PENGARUH CUSTOMER SATISFACTION, SWITCHING BARRIERS, DAN TRUST IN BRAND TERHADAP CUSTOMER RETENTION (Studi Kasus : Pengguna Kartu Seluler IM3 Pada Mahasiswa Fakultas Ekonomi Universitas Sebelas Maret Surakarta)

PUSPORINI, NIKEN (2011) ANALISIS PENGARUH CUSTOMER SATISFACTION, SWITCHING BARRIERS, DAN TRUST IN BRAND TERHADAP CUSTOMER RETENTION (Studi Kasus : Pengguna Kartu Seluler IM3 Pada Mahasiswa Fakultas Ekonomi Universitas Sebelas Maret Surakarta). Masters thesis, Universitas Sebelas Maret.

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    Abstract

    Penelitian ini bertujuan menguji pengaruh customer satisfaction, swiching barriers, dan trust in brand terhadap customer retention pada service provider yang memungkinkan terjadi pembelian secara terus menerus. Peneliti mengajukan hipotesis H1: customer satisfaction berpengaruh pada customer retention, H2: trust in brand berpengaruh pada customer retention, H3: customer satisfaction berpengaruh pada customer retention dari pada trust, H4: trust in brand memoderasi hubungan customer satisfaction terhadap customer retention, H5: switching barriers berpengaruh pada customer retention, H6: switching barriers memoderasi hubungan customer satisfaction pada customer retention. Populasi dalam penelitian ini adalah Pengguna Kartu seluler IM3 Mahasiswa Fakultas Ekonomi Universitas Sebelas Maret Surakarta, sedangkan sampel yang diambil dengan kriteria yang telah ditentukan. Desain sampel yang digunakan dalam penelitian ini adalah non probability sampling, dengan teknik purposive sampling, metode analisi yang digunakan dalam penelitian adalah Hierarchial Regression Analysis dengan menggunakan alat bantu SPSS 17,0. Hasil pengujian yang dilakukan menunjukkan bahwa customer satisfaction dengan customer retention, customer satisfaction dengan dimoderasi switching barriers pada customer retention mempunyai pengaruh yang signifikan. Dalam penelitian ini bahwa customer satisfaction mempunyai pengaruh yang sangat kuat pada customer retention. Melalui pengujian ini diharapkan dapat memberikan pemahaman secara empiris yang berkaitan dalam upaya untuk menciptakan atau meningkatkan customer retention. Beberapa hal yang dilakukan adalah dengan meningkatkan stimulus yang dapat meningkatkan customer satisfaction yang dapat dirasakan oleh konsumen. Kata kunci: Customer retention, customer satisfaction, trust, switching barriers This research aims to examine the effect of Customer Satisfaction, Switching Barriers, and Trust in Brand on the Customer Retention in the service provider enabling the ongoing purchasing. The writer proposes the following hypothesis (H1): customer satisfaction affects the customer retention, (H2): trust in brand affects the customer retention, (H3): customer satisfaction affects the customer retention than trust does, (H4): trust in brand moderates the relationship between customer satisfaction and customer retention, (H5); switching barriers affect the customer retention, (H6): switching barriers moderates the relationship between customer satisfaction and customer retention. The population of research was the IM3 cellular card users among the Students of Economy Faculty of Surakarta Sebelas Maret University, while the sample consisted of 100 students, with the predefined criteria. The sample design used in this research was non probability sampling with purposive sampling; the analysis method used in this research was regression using SPSS 17.0 software. The result of examination conducted shows that customer satisfaction with customer retention, customer satisfaction moderated by switching barriers affect significantly the customer retention. In this research, customer satisfaction affects very strongly the customer retention. This examination is expected to give related understanding empirically in the attempt of creating or improving customer retention. Some measure taken is to improve the stimulus that can improve the customer satisfaction the consumer can feel. Keywords: Customer retention, customer satisfaction, trust, switching barriers.

    Item Type: Thesis (Masters)
    Uncontrolled Keywords: Customer retention, customer satisfaction, trust, switching barriers, Customer retention, customer satisfaction, trust, switching barriers.
    Subjects: H Social Sciences > HA Statistics
    H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi > Manajemen
    Depositing User: Fairly Okta'mal
    Date Deposited: 25 Jul 2013 21:51
    Last Modified: 25 Jul 2013 21:51
    URI: https://eprints.uns.ac.id/id/eprint/9576

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