Pengaruh Kepuasan Pelanggan, Hambatan Beralih dan Kepercayaan Pelanggan Terhadap Retensi Pelanggan Pengguna Kartu Simpati Pada Mahasiswa Universitas Negeri Padang Rizki

Rizki Nanda - Universitas Negeri Padang
Susi Evanita - Universitas Negeri Padang
Whyosi Septrizola - Universitas Negeri Padang

Abstract


The purpose of this research is to analyze: (1) Effect of customer satisfaction on customer trust of
simpati card users at Padang State University students, (2) Effect of switching barriers on
customer trust of simpati card users at Padang State University students, and (3) Effect of
customer trust on customer retention of simpati card users at Padang State University students.
A type of the research is causative. The study population was all students at Padang State
University. The sampling technique used was purposive sampling. Total sample size of 100
people. The data used are primary and secondary obtained by distributing questionnaires to
selected students. The analytical methode used is descriptive and inductive through path analysis.
The result showed that: (1) Customer satisfaction significant impact on customer trust of simpati
card users at Padang State University students, (2) Switching Barriers significant impact on
customer trust of simpati card users at Padang State University students, (3) Customer trust
significant impact on customer retention of simpati card users at Padang State University student,
(4) Customer Satisfaction significant impact on customer retention of simpati card users at
Padang State University student, and (5) Switching Barriers significant impact on customer
retention of simpati card users at Padang State University student.

Keywords: Customer Retention, Customer Satisfaction, Switching Barriers, and Customer Trust


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DOI: http://dx.doi.org/10.24036/jkmw0255130