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Gisela Ekachristie Risdianto
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Pengaruh Customer Satisfaction dan Switching Barriers terhadap Customer Loyalty dengan menggunakan Variabel Customer Trust sebagai Variabel Moderating pada Toko Buku Petra Togamas Surabaya Risdianto, Gisela Ekachristie
Jurnal Strategi Pemasaran Vol 2, No 2 (2014): Jurnal Strategi Pemasaran
Publisher : Jurnal Strategi Pemasaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (78.005 KB)

Abstract

Today , modern retail business is growing rapidly. Similarly, the growth of retail book stores. As one of the retail book store in Surabaya , Petra Togamas Bookstore should understand what factors that make consumers loyal. forward and growing rapidly. This research aims to analyze the influence of Customer Satisfaction, and Switching Barriers to Customer Loyalty using Customer Trust as moderating variable in Togamas Petra Surabaya Bookstore. This research will be conducted by distributing questionnaires to 100 respondents Bookstore Petra Togamas consumers with convenience sampling. Quantitative analysis with path analysis method were used for technical analysis. The research proves that there is a positif and significant effect of customer satisfaction and switching barriers to customer loyalty. But there is no significant effect of customer trust to customer loyalty.
Pengaruh Customer Satisfaction dan Switching Barriers terhadap Customer Loyalty dengan menggunakan Variabel Customer Trust sebagai Variabel Moderating pada Toko Buku Petra Togamas Surabaya Gisela Ekachristie Risdianto
Jurnal Strategi Pemasaran Vol 2, No 2 (2014): Jurnal Strategi Pemasaran
Publisher : Jurnal Strategi Pemasaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (486.459 KB)

Abstract

Today , modern retail business is growing rapidly. Similarly, the growth of retail book stores. As one of the retail book store in Surabaya , Petra Togamas Bookstore should understand what factors that make consumers loyal. forward and growing rapidly. This research aims to analyze the influence of Customer Satisfaction, and Switching Barriers to Customer Loyalty using Customer Trust as moderating variable in Togamas Petra Surabaya Bookstore. This research will be conducted by distributing questionnaires to 100 respondents Bookstore Petra Togamas consumers with convenience sampling. Quantitative analysis with path analysis method were used for technical analysis. The research proves that there is a positif and significant effect of customer satisfaction and switching barriers to customer loyalty. But there is no significant effect of customer trust to customer loyalty.
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