Analisis Pengaruh Citra Merek dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Sim Card Telkomsel (Studi Kasus Pada Mahasiswa FEB UMS)

The aim of this research was to examine the effects of customer satisfaction towards trust in the brand, customer satisfaction towards customer retention, switching cost towards customer retention and trust in the brandtowards customer retention. A total sample 0f 120 respondents living in the town of Jember was collected through purposive sampling technique. The model analysis applied was Structural Equation Modeling (SEM). The results showed that customer satisfaction effected significantly positive towards trust in the brand; switching cost effected significantly positive towards trust in the brand: customer satisfaction has no effect towards customer retention; switching cost has no effects towards customer retention; and trust in the brand effected significantly positive towards customer retention