Pengaruh Kepuasan Pelanggan, Switching Barrier Dan Kepercayaan Merek Terhadap Customer Retention (Survei Pada Mahasiswa S1 Universitas Brawijaya Malang Pelanggan Produk Merk wardah)

Qonitat, Nira Niswahtun (2018) Pengaruh Kepuasan Pelanggan, Switching Barrier Dan Kepercayaan Merek Terhadap Customer Retention (Survei Pada Mahasiswa S1 Universitas Brawijaya Malang Pelanggan Produk Merk wardah). Sarjana thesis, Universitas Brawijaya.

Abstract

Kepuasan pelanggan adalah perasaan senang atau kecewa seseorang yang muncul setelah membandingkan hasil evaluasi produk yang digunakan oleh konsumen terhadapa produk, Switching barrier adalah suatu cara untuk mempersulit kosumen atau memberikan biaya tambahan apabila konsumen produk berpindah ke produk lain, kepercayaan merek adalah keyakinan kita bahwa di satu produk ada atribut tertentu. Keyakinan ini muncul, dari persepsi yang berulang, dan adanya pembelajaran dan pengalaman dari produk, tiga variabel diatas dapat mempengaruhi Customer Retention sehingga dapat juga memberikan beberapa menfaat ekonomi yang dapat membuat perusahaan menjadi lebih maju Penelitian ini menggunakan jenis penelitian explanatory research. Metode pengumpulan data dilakukan dengan membagikan kuesioner pada 116 responden yaitu mahasiswa S1 Universitas Brawijaya Malang . teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis Regresi Linier Berganda. Berdasarkan hasil penelitian dapat disimpulkan bahwa Hasil analisis berganda menunjukkan bahwa secara simultan dan parsial Kepuasan Pelanggan (X1), Switching Barrier (X2) dan Kepercayaan Merek (X3) mempunyai pengaruh signifikan terhadap Customer Retention (Y). Hal ini ditunjukkan dengan hasil uji simultan diperoleh signifikansi nilai Fhitung sebesar 78,967, sedangkanFtabel (α = 0.05 ; df regresi = 3 : df residual = 112) adalah sebesar 2,680, maka model analisis regresi adalah signifikan.

English Abstract

Customer satisfaction is the feeling of pleasure or disappointment of someone who emerges after comparing the results of product evaluation used by consumers to the product, Switching barrier is a way to complicate the costumers or provide additional costs if the product consumers move to another product, brand trust is our belief that in one product there are certain attributes. This belief arises, from repeated perceptions, and the learning and experience of the product, the above three variables can affect the Customer Retention so that it can also provide some economic benefits that can make the company become more advanced This research uses explanatory research type. Data collection method was done by distributing questionnaires to 116 respondents ie S1 students of Universitas Brawijaya Malang. sampling technique used is purposive sampling. Data analysis used is descriptive analysis and multiple linear regression analysis. Based on the results of this study it can be concluded that multiple analysis results show that simultaneously and partially Customer Satisfaction (X1), Switching Barrier (X2) and Brand Trust (X3) have significant influence to Customer Retention (Y). This is indicated by the simultaneous test results obtained by the significance of Fcount value of 78.967, while Ftable (α = 0.05; df regression = 3: df residual = 112) is equal to 2,680, then the regression analysis model is significant.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/41/051801657
Uncontrolled Keywords: Kepuasan Pelanggan, Switching Barrier, Kepercayaan merek, Customer Retention
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Yusuf Dwi N.
Date Deposited: 17 Apr 2018 07:37
Last Modified: 26 Oct 2021 05:21
URI: http://repository.ub.ac.id/id/eprint/9550
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