Abstract
The purpose of this study was to determine the effect of Customer Perceived Value and Switching Barriers on Customer Retention with the research object of Majalengka University students using IM3 Ooredoo Cards. This research is a type of survey research with descriptive and verification approaches with a sample size of 100 students. The data source was obtained from primary data where data was taken directly from students, namely through filling out a questionnaire with a Likert scale measurement. Data analysis through multiple regression analysis, coefficient of determination, t test and f test. The results showed that Customer Perceived Value has a positive and significant effect on Customer Retention with a contribution rate of 21.71%. Switching Barriers have a positive and significant effect on Customer Retention with a contribution rate of 21.62%. Customer Perceived Value and Switching Barriers have a positive and significant effect on Customer Retention with a contribution rate of 28.8%. For further research, it is important to conduct research related to customer lifetime value with 2-3 research objects and to use more complex analytical tools.
Highlights
The purpose of this study was to determine the effect of Customer Perceived Value and Switching Barriers on Customer Retention with the research object of Majalengka University students using IM3 Ooredoo Cards
The results showed that Customer Perceived Value has a positive and significant effect on Customer Retention with a contribution rate of 21.71%
Pengaruh Kepuasan Pelanggan, Switching Barrier Dan Kepercayaan Merek Terhadap Customer Retention (Survei pada Mahasiswa S1 Universits Brawijaya Malang Pelanggan Produk Merek Wardah)
Summary
Pelanggan kartu seluler pada tiga tahun terakhir mengalami tren yang menurun. Kecuali pada pengguna kartu Simpati yang mengalami kenaikan. Dari beberapat definisi diatas dapat disimpulkan bahwa Customer Retension adalah tentang bagaimana caranya perusahaan mempertahankan pelanggan lama agar tetap setia untuk membeli kembali produk atau jasa tersebut dan tidak berpindah ke produk atau jasa yang baru berdasarkan. E. (2014) Ada 3 (tiga) dimensi menurut Jones et al antara lain: Transaction Cost, Learning Cost, dan Artifical Cost.Dengan adanya customer perceived value dan switching barriers apabila dilakukan secara bersama-sama maka diduga mampu meningkatkan pelanggan untuk tetap setia pada produk atau jasa yang sedang digunakan. Semakin tinggi tingkat customer perceived value dan switching barriers pada suatu perusahaan maka tingkat customer retention akan semakin meningkat dan tetap bertahan pada perusahaan tersebut.Customer Perceived value dan Switching Barriers serta Customer Retention adalah bagaimana cara nya perusahaan mempertahankan pelanggan melalui nilai yang dirasakan pelanggan terhadap produk atau jasa yang digunakan sehingga pelanggan merasakan kesulitan untuk berpindah ke produk atau jasa yang lain sehingga pelanggan untuk tetap bertahan dalam menggunakan suatu produk atau jasa. Karakteristik demografi tersebut adalah sebagai berikut: Tabel 3 Profil Responden
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