SUSANTO, ANDRIAS (2011) PENGARUH KUALITAS JASA , KEPERCAYAAN MEREK DAN SWITCHING COST TERHADAP RETENSI PELANGGAN PADA PT SSE-VAN DER HORST INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This study aims to: 1) To determine the effect of Quality Services on Customer Retention in PT. SSE Van Der Horst Indonesia, 2) To determine the effect of Trust in brand on Customer Retention in PT. SSE Van Der Horst Indonesia , and 3) To determine the effect of Switching Cost on Customer Retention in PT. SSE Van Der Horst Indonesia. The research method used was causal, with the unit of analysis customers PT.SSE Van Der Horst Indonesia Indonesia. The sampling method used convinience sampling. The quality of Services, Trust in brand, Switching Cost and Customer Retention was measured using a questionnaire instrument with a Likert scale. Data analysis was performed by descriptive analysis and multiple linear regression. Based on the result,it can be concluded that the quality of Sevices, Trust in Brand, Switching cost have positive influence on on Customer Retention in PT. SSE Van Der Horst Indonesia both simultaneons test and partial test . Keywords: Quality of Services, Trust In Brand, Switching Cost and Customer Retention Penelitian ini bertujuan untuk: 1) Untuk mengetahui pengaruh kualitas jasa terhadap Retensi pelanggan PT.SSE-Van Der Horst Indonesia, 2) Untuk mengetahui pengaruh Kepercayaan Merek terhadap Retensi pelanggan PT.SSE- Van Der Horst Indonesia, dan 3) Untuk mengetahui pengaruh Switching Cost terhadap Retensi pelanggan PT.SSE-Van Der Horst Indonesia. Metode penelitian yang digunakan adalah kausal, dengan unit analisis pelanggan PT.SSE-Van Der Horst Indonesia . Metode sampling yang digunakan convinience sampling. Kualitas Jasa, Kepercayaan Merek, Switching Cost dan Retensi Pelanggan dengan mengunakan instrumen kuesioner dengan skala likert. Analisis data dilakukan dengan analisis deskriptif dan regresi linear berganda. Berdasarkan pada hasil pengujian data diperoleh kesimpulan bahwa Kualitas Jasa, Kepercayaan Merek dan Switching Cost berpengaruh positif terhadap Retensi pelanggan secara uji bersama(uji f) maupun uji parsial(uji t). Kata Kunci : Kualitas Jasa, Kepercayaan Merek, Switching Cost dan Retensi Pelanggan.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-11-035 |
| NIM/NIDN Creators: | 55109110037 |
| Uncontrolled Keywords: | Kualitas Jasa, Kepercayaan Merek, Switching Cost dan Retensi MPS, MANAJEMEN PEMASARAN Pelanggan. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 28 Apr 2022 04:46 |
| Last Modified: | 13 Jul 2022 04:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60628 |
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