DETAIL KOLEKSI


Pengaruh Customer Satisfaction Dan Brand Image Terhadap Switching Cost Serta Dampaknya Terhadap Customer Loyalty


Oleh : Zulfikar

Info Katalog

Nomor Panggil : 2017_TA_MJ_022121024

Subyek : Customer satisfaction;Marketing management

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2017

Pembimbing 1 : Sri Vandayuli Riorini

Pembimbing 2 :

Kata Kunci : customer satisfaction, brand image, switching cost, customer loyalty


File Repositori
No. Nama File Ukuran Status
1. 2017_TA_MJ_022121024_Halaman-judul.pdf 1197.16 (KB)
2. 2017_TA_MJ_022121024_Bab-1.pdf 980.63 (KB)
3. 2017_TA_MJ_022121024_Bab-2.pdf 686.48 (KB)
4. 2017_TA_MJ_022121024_Bab-3.pdf 875.55 (KB)
5. 2017_TA_MJ_022121024_Bab-4.pdf 1143.95 (KB)
6. 2017_TA_MJ_022121024_Bab-5.pdf 457.04 (KB)
7. 2017_TA_MJ_022121024_Daftar-pustaka.pdf 579.91 (KB)
8. 2017_TA_MJ_022121024_Lampiran.pdf 898.46 (KB)

P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Customer Satisfaction dan Brand Image terhadap Switching Cost serta dampaknya terhadap Customer Loyalty.Sampel yang digunakan dalam penelitian ini berjumlah 200 responden dan dikumpulkan dengan metode purposive sampling dan snowball sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah (1) Customer Satisfaction berpengaruh positif terhadap Switching Cost, (2) Customer Satisfaction berpengaruh positif terhadap Switching Cost, (3) Switching Cost berpengaruh positif terhadap Switching Cost.Saran dan rekomendasi yang dapat diajukan untuk peneliti selanjutnya yaitu membahas operator seluler CDMA dan menambahkan variable Service Quality (Edward dan Sahadev, 2011)

T The objective of this study is to examine and analyze the effect of Customer Satisfaction and Brand Image to Switching Cost and Customer Loyalty.The samples being used in this study is 200 respondents. The data collection method being used by this study is purposive sampling and snowball sampling. The testing is conducted by using Structural Equation Model (SEM) analysis method. The findings of this study are: (1) Customer Satisfaction has positive effect toward Switching Cost, (2) Brand Image has positive effect toward Switching Cost (3) Switching Cost has positive effect toward Customer Loyalty.Suggestion and recommendations can be submitted for the next researcher to discuss CDMA cellular operator and adding variable Service Quality (Edward dan Sahadev, 2011)

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