Pengaruh Biaya Peralihan, Kualitas Layanan, dan Kepuasan Pelanggan Terhadap Kesetiaan Pelanggan
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Abstract
This study is conducted to investigate and determine the effect of switching cost, service quality, and customer satisfaction to customer loyalty on cellular service provider users in Jakarta. The sampling technique used purposive sampling involving 100 cellular service provider users selected at random to be sampled. Data collection techniques were conducted using questionnaires distributed through Google Form. Data analysis techniques in this study using Structural Equation Modeling-Partial Least Square (SEM) with data analysis tool using Smart PLS 3. The results of this study is switching cost, service quality, and customer satisfaction positively and significantly affect customer loyalty.
Penelitian ini bertujuan untuk mengetahui pengaruh biaya peralihan, kualitas layanan, dan kepuasaan pelanggan terhadap kesetiaan pelanggan pengguna layanan seluler di Jakarta. Teknik pengambilan sampel menggunakan purposive sampling dan sampel sebanyak 100 pengguna layanan seluler. Teknik pengumpulan data menggunakan kuisioner yang disebarkan melalui Google Form. Teknik analisis data menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS) dan Smart PLS 3 sebagai alat pengolah data. Hasil dari penelitian ini adalah biaya peralihan, kualitas layanan, dan kepuasaan pelanggan mempengaruhi kesetiaan pelanggan.
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