Puspita, Annisa Indah (2018) Pengaruh Customer Satisfaction Terhadap Switching Barriers dan Customer Retention (Survei pada Konsumen Produk Kosmetik L’Oréal Paris di Negara Indonesia dan China). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk (1) mengetahui dan menjelaskan pengaruh customer satisfaction terhadap switching barriers, (2) mengetahui dan menjelaskan pengaruh customer satisfaction terhadap customer retention, (3) mengetahui dan menjelaskan pengaruh switching barriers terhadap customer retention, (4) mengetahui dan menjelaskan ada atau tidaknya perbedaan persepsi mengenai pengaruh switching barriers dalam memediasi pengaruh customer satisfaction terhadap customer retention antara konsumen di Indonesia dan di China. Penelitian ini merupakan penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel penelitian ini terdiri dari customer satisfaction, switching barriers, dan customer retention. Populasi penelitian ini adalah konsumen yang membeli dan menggunakan produk kosmetik L’Oreal Paris, berusia minimal 18 tahun, melalukan pembelian produk kosmetik L’Oreal Paris lebih dari 2 kali dan bertempat tinggal di Indonesia atau China. Penentuan jumlah penelitian ini menggunakan purposive sampling. Sampel dari penelitian ini adalah 130 orang responden dan untuk pengumpulan data menggunakan kuesioner. Teknik analisis yang digunakan adalah analisis deskriptif, analisis jalur (path analysis) dan independent sample t test. Hasil penelitian ini menunjukkan bahwa customer satisfaction memiliki pengaruh yang signifikan terhadap switching barriers, customer satisfaction memiliki pengaruh yang signifikan terhadap customer retention, switching barriers berpengaruh signifikan terhadap customer retention, dan terdapat perbedaan persepsi mengenai pengaruh switching barriers dalam memediasi pengaruh customer satisfaction terhadap customer retention antara konsumen di Indonesia dan di China.
English Abstract
The aims of this research are (1) identifying and explaining the influence of customer satisfaction toward switching barriers, (2) identifying and explaining the influence of customer satisfaction toward customer retention, (3) identifying and explaining the influence of switching barriers toward customer retention, (4) identifying and explaining whether Indonesian and China Consumers have different perspective or not about switching barriers role in mediating of customer satisfaction toward customer retention. This research is an explanatory research and using quantitative approach. The variabels of the research are customer satisfaction, switching barriers, and customer retention. The research population were consumers who buy and use cosmetic products of L'Oreal Paris, with 18 years old as the minimum age, had purhcased cosmetic products of L'Oreal Paris more than twice and living in Indonesia or China. The sampling method of this research was purposive sampling. Questionnaire were used in order to gather the data from 130 respondent. Descriptive analysis, path analysis, and independent sample t test were used in order to analyze the data. The results of this research were customer satisfaction affected significantly towards switching barriers, customer satisfaction affected significantly toward customer retention, switching barriers affected significantly toward customer retention, and there’s a different perspective among Indonesian and China consumers about the influence switching barriers role in mediating of customer satisfaction toward customer retention.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/766/051809278 |
| Uncontrolled Keywords: | Customer Satisfaction, Switching Barriers, Customer Retention. Customer Satisfaction, Switching Barriers, Customer Retention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 27 Aug 2019 07:48 |
| Last Modified: | 16 Oct 2021 07:14 |
| URI: | http://repository.ub.ac.id/id/eprint/166376 |
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