PERAN SWITCHING COST DALAM DALAM  MEMBANGUN COSTUMER LOYALTY

Paulla Priscila Waworuntu; Endang Sungkawati; Novita Rifaul Kirom

Paulla Priscila Waworuntu
Endang Sungkawati
Novita Rifaul Kirom

Keywords: Customer Satisfaction, Perceived Value, Switching Cost, Customer Loyalty

Abstract

The rapid advancement of technology makes users of communication tools compete to create convenience and present technological advances in each product to help individuals carry out their daily activities. With the high frequency of use of communication tools and internet data, Indonesia has become a business field that can attract the attention of cellular operators, where currently Indonesia has 7 cellular operators, 3 of which have become cellular operators that have the largest sales percentage when compared to cellular operator companies. This research aims to re-examine whether customer satisfaction, perceived value, and switching costs have an influence on customer loyalty, as well as whether switching costs are able to moderate the influence of the relationship between customer satisfaction and perceived value on customer loyalty in Telkomsel customers. This research was carried out using quantitative research methods. The analysis technique used in this research is multiple linear regression, with the independent variables namely Customer Satisfaction (X1), Perceived Value (X2), Switching Cost (X3) as the moderating variable, and Customer Loyalty as the dependent variable (Y). The research results show that partially the Customer Satisfaction variable has a positive effect on Customer Loyalty, while the Perceived Value variable does not have a positive and significant effect on Customer Loyalty. Simultaneously, it is known that Customer Satisfaction and Perceived Value together have a positive and significant effect on Customer Loyalty. Switching Costs have a negative effect or do not strengthen the influence of Customer Satisfaction on Customer Loyalty. Meanwhile, Switching Cost has a positive effect or strengthens the influence of the relationship between the Perceived Value variable and Customer Loyalty.

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