Abstract
This study aims to determine the effect of satisfaction, trust, and switching barriers on customer loyalty at GraPari Mitra Singaraja (PT. Telkomsel). The data analysis technique used in this research is Structural Equation Modeling (SEM) based on variance SEM, known as Partial Least Square (PLS) visual version 3.0. The study results show that the effect of satisfaction on customer loyalty is positive and significant, which indicates that the first hypothesis is that the higher customer satisfaction, the higher customer loyalty at GraPari Mitra Singaraja (PT Telkomsel). The effect of trust on customer loyalty with a positive and significant value indicates that the second hypothesis, which says the higher the trust, the higher the customer loyalty at GraPari Mitra Singaraja (PT Telkomsel). The effect of switching barriers on customer loyalty is positive and significant, which indicates that the third hypothesis states that the higher the switching barrier, the higher customer loyalty at GraPari Mitra Singaraja (PT Telkomsel).
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