PENGARUH KEPUASAN PELANGGAN, KEPERCAYAAN PELANGGAN DAN SWITCHING BARRIERS TERHADAP LOYALITAS PELANGGAN HARTONO ELEKTRONIKA SURABAYA
ABSTRACT: The growth of the
retail business, especially modern retail business is currently growing quite
rapidly with many retailers that are emerging, ranging from minimarket,
supermarket, hypermarket to department stores. Modern retail’s concept
prioritizes comfort, cleanliness, security, strategic location, good product
quality, as well as the completeness and variety of products to compete in the
retail industry. The purpose of this study is to investigate and analyze the
effect of customer satisfaction, customer trust and switching barriers to
customer loyalty. Benefits of this research is to provide meaningful input ideas
for the retail industry in developing
appropriate marketing strategies for target markets and as additional
information in subsequent research.
This study is a causal hypothesis and using a Non-Probability Sampling.
Independent variables of this research include customer satisfaction, customer
trust, and switching barriers. The dependent variable is customer loyalty. The sampling
technique used was purposive sampling. The samples used were 100 consumers who
like to shop at Hartono bla. The analysis technique used is multiple linear
regression. The result shows that all the hypotheses are supported. The analysis
showed that the customers' trust significantly affects to customer loyalty,
with the highest influence, followed by a variable switching barriers and
customer satisfaction.
Penulis: STEFANNY RATNA SARI T
Kode Jurnal: jpmanajemendd130723
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