ANALISIS PENGARUH CUSTOMER SATISFACTION, TRUST DAN SWITCHING BARRIER TERHADAP CUSTOMER LOYALTY PENGGUNA TELKOMSEL FLASH DI SURABAYA

Abstract

Development of high technology and globalization has carrying a tremendous impact for many people in the world. The rapid exchanges of information, development of information technology is increasingly rapidly, causing a very important role of telecommunications. Being one of the supporting information today is through intermet. People around the world currently has a high demand for information, in particular in Indonesia. These opportunities can be captured well by the actors of the telecommunications industry in Indonesia. People can access the internet anywhere and anytime via broadband media with Telkomsel Flash products. This study aimed to analyze the factors that affect customer loyalty Telkomsel Flash in Surabaya. The samples used in this research that people who live in Surabaya with a minimum age of 18 years which has been using Telkomsel Flash for 3 months until today. Samples taken as many as 150 respondents. Processing and analyzing the data in this study is by using Structural Equation Modeling (SEM) with LISREL 8.8 software as the software to process the data. In the model used in this research illustrates that customer loyalty is influenced by variable variable customer satisfaction, trust and switching variable directly influences barrier. Variables trust and customer satisfaction is influenced by variables playfulness and service quality. Empirical findings indicate that playfulness, service quality has significant effect on customer satisfaction and trust. Variable switching barrier also has a significant effect on customer loyalty. Also customer satisfaction and trust has significant effect on customer loyalty.