Pengaruh Kepuasan terhadap Loyalitas dengan Switching Cost sebagai Variabel Intervening pada Pelanggan Provider Prepaid Telkomsel di Kota Medan

Abstract

Telecommunication companies in Indonesia are now in slack condition. They are no/ able to apply the strategy of market expansion to increase their profit. Therefore, maintaining customer loyalty is one of the best weys to satisfy customers. However, customer satisfaction is not enough 10 maintain customer loyalty since competitors alsa apply the same thing. In order to forestall the move of customers, it is necessary to apply switching cost strategy. Jhe objective of the research was lo find out the influence of satisfaction on loyalty through switching cost in Telkomsel customers in Medan. The samples were 160 respondents, taken by using convenience sampling technique. The data were gathered by using likert instrument and analyzed by using descriptive analysis, cross tabulation, and partial least square (PLS). Jhe result of the research showed that all hypotheses could be corifirmed Satisfaction had positive influence on switching cost, switching cost had positive influence on loyalty, and satisfaction had positive influence on loyalty. However, in this research, switching cost could not mediate 1he influence of consumer satisfaction on loyalty. Direct influence of satisfactiun on customer loyalty was higher than that through switching cost.