Analisis Pengaruh Customer Satisfaction, Trust dan Switching Barrier Terhadap Customer Loyalty Pengguna Telkomsel Flash di Surabaya

Abstract

Development of information technology is rapidly, not excepted a telecommunications. The supporting information today is through intermet. 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 customer loyalty affect of Telkomsel Flash in Surabaya. This research use the samples is 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. The results of the analysis showed that playfulness has a positive and significant influence on customer satisfaction; service quality has a positive and significant influence on customer satisfaction and trust; customer satisfaction has a positive and significant influence on csutomer loyalty; trust has a significant and positive influence on customer loyalty; switching barriers has a significant and positive influence on customer loyalty.