Pengaruh Service Quality dan Switching Barriers terhadap Customer Loyalty dengan Repurchase Intention Sebagai Variabel Mediasi

Eldya Maulana, Lutfi Nurcholis

Abstract


Tujuan penelitian ini adalah untuk menganalisis pengaruh service quality, switching barriers, dan repurchase intention terhadap customer loyalty pada pelanggan IndiHome di Kota Semarang. Metode yang digunakan adalah kuantitatif dan melibatkan 100 responden pengguna IndiHome di Kota Semarang. Hasil penelitian menunjukkan bahwa: 1) service quality berpengaruh secara positif dan signifikan terhadap repurchase intention, 2) switching barriers berpengaruh secara positif dan signifikan terhadap repurchase intention, 3) service quality berpengaruh secara positif dan signifikan terhadap customer loyalty, 4) switching barriers berpengaruh secara positif dan signifikan terhadap customer loyalty, 5) repurchase intention berpengaruh secara positif dan signifikan terhadap customer loyalty 6) repurchase intention terbukti memediasi hubungan antar service quality terhadap customer loyalty, 7) repurchase intention memediasi hubungan antar switching barriers terhadap customer loyalty.

Kata Kunci: customer loyalty, repurchase intention, service quality, switching barriers.

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References


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