FAKTOR-FAKTOR YANG MEMPENGARUHI PENGGUNA UNTUK BERTAHAN PADA BLACKBERRY SMARTPHONES

Cahyaningtyas Ria Uripi (Universitas Wijayakusuma Purwokerto)
Wisnu Wijayanto (STMIK AMIKOM Purwokerto)

Pro Bisnis
Vol 8, No 2: Agustus (2015)

Research about customer loyalty on Blackberry users is interesting, because competition in market of smartphones is powerfull.  The purpose of this study was analyzed the effect of trust, customer satisfaction and switching cost on customer loyalty of  Blackberry Smartphones users in  Purwokerto. The sample of this study was 133 respondents. The analytical tool used in this study is Structural Equation Modeling (SEM) with Amos 16.0 program. The results of this study indicate that trust, customer satisfaction and switching cost effect on customer loyalty. Thus, Blackberry Smartphones needs to provide the highest priority on switching cost, because it would strengthen customer loyalty. Keywords :  blackberry, android.