Analisis Pengaruh Customers Satisfaction, Brand Trust, Dan Switching Barriers Terhadap Customers Retention Dalam Pembelian Berkelanjutan (Studi Pada Mahasiswa Universitas Sebelas Maret Surakarta Pengguna Handphone Nokia)

P, Aziz Nurfaozi

× The progress of today's communications technology has provided many contributions to the globalization in all fields. The use of cell phones in recent times has become a major phenomenon in Indonesian society and provide opportunities for service providers handpone producers to profit. Formulation of the problem in this research is how satisfaction affects customers directly and positively to customers retention (H1), brand trust affects directly and positively to customers retention (H2), customers satisfaction is more strongly influenced retention of new customers compared to brand trust (H3 ), customers satisfaction is more powerful and influential positive impact on retention customers with brand moderated trust (H4), switching barriers directly affect positively to customers and retention (H5), customers satisfaction is more powerful and influential positive impact on retention with a moderated customers switching barriers (H6 ). This study aims to analyze the influence of customers satisfaction, brand trust, and switching barriers affect retention customers. Samples taken were 150 respondents Nokia brand mobile phone users with the criteria that have been using the Nokia brand mobile phone or always use the mobile phone brand Nokia. Sampling is done using purpose sampling techniques. The use of these techniques carried out in order to ensure the accuracy of the data collected. Validity and reliability tests used to ensure the data collected meets the feasibility of testing the hypothesis by using any statistical method. This study uses multilevel regression, statistic methods using SPSS 13 is expected to solve the problem formulated. Through this test, is expected to provide insights relevant to the formation of retention customers. The results of tests show that customers have a level of significance satisfaction for 0.001 with a beta of 0.416. Brand trust has a level of significance for 0.01 with a beta of 0.284. While switching barriers have for 0.01 significance level with a beta of 0.164. Hypothesis testing results showed that the customers satisfaction, brand trust, and switching barriers directly affect significantly and positively to customers so that retention H1, H2 and H5 received .. By looking at these results affect the customers satisfaction of customers stronger retention than the trust or H3 brand received. In addition, the results of testing of satisfaction with the customers trust the brand moderated retention of customers has a significance level of 0.658 with a beta of -0.048. As for the results of testing of satisfaction with moderated customers switching barriers on retention customers have significance levels for 0918 with a beta of -0.008. Based on these results the H4 and H6 are not accepted or rejected. Through this test is expected to provide insight related empirically in an effort to create or enhance retention customers. Some things you can do is to increase the stimulus that can increase customers satisfaction which has been felt by consumers. Keyword: Customers Retention, Customers Satisfaction, Brand Trust, Switching Barriers

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Penulis Utama	:	Aziz Nurfaozi P
Penulis Tambahan	:	-
NIM / NIP	:	F0205050
Tahun	:	2010
Judul	:	Analisis Pengaruh Customers Satisfaction, Brand Trust, Dan Switching Barriers Terhadap Customers Retention Dalam Pembelian Berkelanjutan (Studi Pada Mahasiswa Universitas Sebelas Maret Surakarta Pengguna Handphone Nokia)
Edisi	:
Imprint	:	Surakarta - F.Ekonomi - 2010
Program Studi	:	S-1 Manajemen
Kolasi	:
Sumber	:	UNS-F.Ekonomi Jur.Manajemen-F.0205050
Kata Kunci	:
Jenis Dokumen	:	Skripsi
ISSN	:
ISBN	:
Link DOI / Jurnal	:	-
Status	:	Public
Pembimbing	:	1. Dra. Sri Suwarsi, MM
Penguji	:
Catatan Umum	:	3605/2010
Fakultas	:	Fak. Ekonomi dan Bisnis

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