Pengaruh Nilai Pelanggan, Hambatan Peralihan, dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan pada Jasa Operator Seluler di Medan (Studi Kasus pada Pengguna Kartu Matrix)

Abstract

In the world of marketing, the term 'loyalty' (customer loyalty) has begun to complete the popularity of brand loyalty since 1990s. Today, customer loyalty is used by many companies since its effect is so big for their viability; loyal customers will directly give a lot of benefit for the company since it does not need to spend a lot of money to attract more new customers. Besides that, loyal customers most probably maintain the company and attempt to persuade other people to become the company's customers. The formula of the problems in the research was to what extent customer value, switching barrier, and customer satisfaction influenced the establishment of customer loyalty of the Matrix card users in Medan. The aim of the research was to know and to analyze the influence of customer value, switching barrier, and customer satisfaction on the establishment of customer loyalty in the Matrix card users in Medan. The theory used in the research was the theory which was related to the dimensions of the establishment of Customer Loyalty such as the theory of Customer Value, Switching Barrier, and Customer Satisfaction. Besides that, theories which came from contemporary researches in some journals which were correlated with the research were also used. The research used quantitative research method in which the variables were measured by Likert scale. The data were gathered by conducting interviews with the staffs of the company and distributing questionnaires to respondents. The research itself was a case study which was supported by a survey. The data were processed by using an SPSS version 16. 0 software program and analyzed descriptively, while the hypothesis was tested by using multiple linear regression analysis. The population was 8,532 Matrix card customers who domiciled in Medan. The samples, using Slavin formula, comprised 97 Matrix card customers who had become the customers at least six months and paid the bills at Galeri Indosat Perintis Kemerdekaan. The result of the research showed that the variables of customer value, switching barrier, and customer satisfaction simultaneously influenced the loyalty of Matrix card customers in Medan. Partially, the variables of customer value, switching barrier, and customer satisfaction also influenced the establishment of the loyalty of Matrix card customers in Medan, while the variable of customer satisfaction was the most dominant variable in the establishment of the loyalty of Matrix card customers in Medan.