PENGARUH KEPUASAN PELANGGAN, KEPERCAYAAN PELANGGAN DAN SWITCHING BARRIERS TERHADAP LOYALITAS PELANGGAN HARTONO ELEKTRONIKA SURABAYA

Abstract

The growth of the retail business, especially modern retail business is currently growing quite rapidly with many
retailers that are emerging, ranging from minimarket, supermarket, hypermarket to department stores. Modern retails
concept prioritizes comfort, cleanliness, security, strategic location, good product quality, as well as the completeness and
variety of products to compete in the retail industry. The purpose of this study is to investigate and analyze the effect of
customer satisfaction, customer trust and switching barriers to customer loyalty. Benefits of this research is to provide
meaningful input ideas for the retail industry in developing appropriate marketing strategies for target markets and as
additional information in subsequent research.
This study is a causal hypothesis and using a Non-Probability Sampling. Independent variables of this research
include customer satisfaction, customer trust, and switching barriers. The dependent variable is customer loyalty. The
sampling technique used was purposive sampling. The samples used were 100 consumers who like to shop at Hartono bla.
The analysis technique used is multiple linear regression. The result shows that all the hypotheses are supported. The
analysis showed that the customers' trust significantly affects to customer loyalty, with the highest influence, followed by a
variable switching barriers and customer satisfaction.