STRATEGI MENINGKATKAN LOYALITAS MELALUI KEPUASAN PELANGGAN (Studi Produk Kartu Seluler PraBayar Mentari-Indosat Wilayah Lampung)

Abstract

In marketing, there is no doubt that customer loyalty is essential. Marketers will always try to
keep their customers last or even forever if it’s possible. Therefore, this research tries to exam the
factors impacting on customer loyalty. The predicted factors are: service quality, product quality,
price, switching cost and customer satisfaction. Data about those variable was collected by
conducting interviews with questionnaire to 135 respondents. The data then were being analyzed
using structural Equation Modeling (SEM) Method.
With SEM method to test the hypothesis, the result shows that service quality have a
positive impact on customer satisfaction, product quality have a positive impact on customer
satisfaction, product price have a positive impact on the customer satisfaction, customer satisfaction
have a positive impact on switching cost, switching cost have a positive impact on customer loyalty.