Pengaruh Kepuasan dan Kepercayaan Konsumen terhadap Loyalitas: Studi Tentang Peran Mediasi Switching Costs

Asmai Ishak () and Zhafitri Luthfi ()

Jurnal Siasat Bisnis, 2011, vol. 15, issue 1

Abstract: AbstractThis study is aimed to investigate the role of Switching Costs in mediating the influences of Consumer Satisfaction and Trust on Consumer Loyalty by using Celular phone provider. 120 respondents were selected as sample using convinience sampling method. Structural Equation Modeling (SEM) has been used to examine the hypotheses of this research. Findings indicate that all of the hypotheses are supported. In other words, Consumer Satisfaction and Trust influence the Consumer Loyalty both directly and indirectly through Swithcing Costs. These results are consistent with previous findings, and the same time, however, they reveal that Switching Costs does not fully mediate the influence of Consumer Satisfaction and Trust on Consumer Loyalty. The existence of direct influence of Consumer Satisfaction and Trust on Consumer Loyalty shows this evidence. Keywords: Consumer Loyalty, Switching Cost, Consumer Satisfaction and TrustAbstrakPenelitian ini bertujuan untuk meneliti peran Biaya Pengalihan (Switching Cost) sebagai mediasi pengaruh Kepuasan Konsumen (Consumer Satisfaction) dan Kepercayaan Konsumen (Consumer trust) dalam menggunakan jasa penyedia telepon Celular. 120 responden dipilih sebagai sampel, menggunakan metode pengambilan sampel konfinien. Structural Equation Model (SEM) telah digunakan untuk menguji hipotesis penelitian ini. Temuan menunjukkan bahwa semua hipotesis didukung. Dengan kata lain, Kepuasan Konsumen dan Kepercayaan Konsumen mempengaruhi Loyalitas Konsumen baik secara langsung maupun tidak langsung melalui Biaya Pengalihan. Hasil ini konsisten dengan temuan sebelumnya. Walaupun penelitian tersebut mengungkapkan bahwa Biaya Pengalihan tidak sepenuhnya memediasi pengaruh Kepuasan Konsumen dan Kepercayaan Konsumen pada Loyalitas Konsumen. Hal ini dibuktikan dengan adanya pengaruh langsung Kepuasan Konsumen dan Kepercayaan Konsumen pada Loyalitas Konsumen.Kata kunci: Loyalitas Konsumen, Switching Cost, Kepuasan Konsumen, Kepercayaan Konsumen.

Date: 2011
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