Pengaruh Kepuasan dan Kepercayaan pada Loyalitas Pengguna Laptop dengan Biaya Perpindahan sebagai Pemoderasi (Studi pada Mahasiswa Fakultas Ekonomi Universitas Sebelas Maret)

Oleh :
Indira Dyah Puspitasari Putri - F1210037 - Fak. Ekonomi dan Bisnis

This study aimed to examine the effect of satisfaction, trust, and switching cost on loyalty of laptop users. It also tested the moderating effects of switching costs on the effect of satisfaction and trust on loyalty. The population in this study were all students of Economics Faculty, Sebelas Maret University. The number of samples in this study were 125 students. Data collected through a survey using a questionnaire with purposive sampling. This study used hierarchical regression to examine the research model used. The results showed that satisfaction has a significant influence on student loyalty as a laptop user, the trust has a significant influence on student loyalty as laptop users, switching costs borne by students has a significant influence on student loyalty as laptop users, switching costs do not have a moderating effect the effect of student satisfaction and confidence in the loyalty of students as laptop users. Keywords : Loyalty, Satisfaction, Trust, Switching Cost, Laptop, Survey.