Analisis Pengaruh Customer Service Quality, Customer Satisfaction, Switching Cost Dan Trust In Brand Terhadap Customer Retention (Studi Pada Pengguna Kartu simPATI Telkomsel Malang)

Abstract

Abstract

This study aims to examine the analysis of the influence of Customer service quality, Switching cost,  and Customer satisfaction Trust in brand on Customer retention (a study of Telkomsel Malang SimPATI card users). The population in this study is simPATI customers who have done services to GraPARI Telkomsel Malang and used for more than 1 year. Sampling uses a purposive sampling technique. With a total of 50 respondents simPATI customers. Analysis of the data used is the multiple regression model and classical assumptions. The results of this study indicate that; (1). T test (partial test) namely Customer service quality has a value of 1,760 with a significance level of 0.085. Because tcount <ttable (1,760 <2,012) or sig, t> 5% (0.085> 0.05), that the Customer Service quality variable partially has no significant effect on Customer retention. (2). Customer satisfaction has a tcount of 1.608 with a significance level of 0.115. Because tcount <t table (1.608 <2.012) or sig, t> 5% (0.115> 0.05), that partially Customer satisfaction does not have a significant effect on Customer retention. Whereas (3). Switching cost has a tcount of 3.680 with a significance level of 0.001. Because tcount> ttable (3,680> 2,012) or sig, t <5% (0,001 <0,05), that partially switching cost has a significant effect on Customer retention. (4). Trust in brand has a tcount of -2.333 with a significance level of 0.024. Because tcount> ttable (-2,334> 2,012) or sig, t <5% (0.024 <0.05), that partially brand in Trust has an effect but not significant on Customer retention. (5). F test (simultaneous test) results obtained in the regression table, obtained Fcount value of 5.171. The calculated F value is greater than the F table (5.171> 2.81) with the value of sig, F (0.002) is smaller than α (0.05) means that Customer service quality, Customer satisfaction, Trust in brand and Switching cost together influence significant to Customer retention.

Keywords: Customer service quality, Switching cost, Customer satisfaction, Trust in brand, Customer retention