PENGARUH KUALITAS LAYANAN, KEPUASAN DAN KEPERCAYAAN TERHADAP LOYALITAS PADA PENGGUNA SMARTPHONE BLACKBERRY DI SURABAYA

This research aims to know the experience of smartphone users about service quality, satisfaction and confidence in using smartphones, as well as knowing how big the smartphone user loyalty. The object in this study is the product of the Blackberry, this is due to the development of competition in the smartphone Blackberry Indonesia suffered a decline in sales from time to time. This must be examined to see response users blackberry to products the blackberry so it expected to found a solution to maintain and increase new strategies to keep users blackberry to remain loyal even add the number of consumers if trying to beat the competition and become market leader in industry smartphone. In particular, this research was to determine the influence of service quality, satisfaction, confidence in the loyalty of Blackberry smartphone users in Surabaya, Indonesia. After a review of the literature and hypothesis, data collected through questionnaire method against 180 respondents Blackberry users and areas that will be examined are in the city of Surabaya, which already uses Blackberry at least one year. Analysis tool used is the Structural Equation Modeling (SEM). Then the hypothesis raised in this research are as follows: 1) the quality of services to the satisfaction of the Blackberry users in Surabaya, 2) user satisfaction impact Blackberry users confidence in Surabaya, 3) user trust affect the loyalty of Blackberry users in Surabaya, 4) user satisfaction to loyalty of Blackberry users in Surabaya. Keyword :Service Quality, Satisfaction, trust, Loyalty, SEM