The Role of Customer Trust in Mediating the Effect of SQ and Social Media Marketing on Moderated Converting Intention by Online Customer Referral

Abstract

The purpose of this study is to analyze the role of customer trust in mediating the effect of service quality and Social Media Marketing (SMS) on converting intentions moderated by online customer referrals at the state electricity company Meulaboh service unit. The population used in this study were all customers of PLN UP3 Meulaboh, both those who had switched to prepaid and postpaid. The number of samples in this study was 175 people. The sampling technique used is non-probability convenience sampling. Data processing was carried out using SPSS and Amos software using structural equation model (SEM) techniques. The results showed that of the 5 direct influence hypotheses tested, there was one that was not significant, namely the influence of Customer Trust on Converting Intention. The highest coefficient of influence that determines customers switch to prepaid is service quality. This means that customers see the quality of services provided on prepaid both offline and online which is the dominant factor in determining their intention to switch from postpaid to prepaid.