PENGARUH NILAI PELANGGAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN: SWITCHING COST SEBAGAI VARIABEL MODERASI

Abstract

Abstrak Tujuan penelitian ini adalah untuk menganalisis pengaruh nilai pelanggan terhadap kepuasan pelanggan, nilai pelanggan dan kepuasan pelanggan terhadap loyalitas dan juga menganalisis biaya berpindah sebagai variabel moderasi antara nilai pelanggan dan kepuasan pelanggan terhadap loyalitas.Untuk meguji model empiris, digunakan analisis regresi dan uji Chow varibel moderasi sub group. Ukuran sampel dalam penelitian ini adalah 100 pengguna operator IM3 di Purwokerto.Hasil penelitian menunjukkan bahawa nilai pelanggan berpengaruh positif terhadap kepuasan pelanggan, nilai pelanggan dan kepuasan pelanggan berpengaruh positif terhadap loyalitas biaya berpindah tidak memoderasi hubungan antara nilai pelanggan dan kepuasan pelanggan terhadap loyalitas. Kata Kunci: Nilai pelanggan, kepuasan pelanggan, loyalitas pelanggan, danbiaya berpindah. Abstract Puposes of this study were to analyze the influence of customer value on customer satisfaction, customer value and customer satisfaction on customer loyaltyas well as to analyze switching cost as moderation variable between customer value and customer satisfaction on customer loyalty. To test the empirical models, regression analysis and Cho-test sub-group moderation variable are used. Sample size of this research were 100 IM3 operator user in Purwokerto.The results showed that customer value have positive effect on customer satisfaction, customer value and customer satisfaction have positive effect on customer loyalty, and switching cost are not moderated the relationship between customer value and customer satisfaction to customer loyalty. Keywords: Customer value, customer satisfaction, customer loyalty, and switching cost.