PENGARUH KUALITAS PRODUK TERHADAP LOYALITAS DAN NIAT BERPINDAH SERTA KEPUASAN SEBAGAI VARIABEL MEDIASI BAGI PENGGUNA HANDPHONE MEREK NOKIA DI SURABAYA

The purpose of this study is to determine the significance of the influence of product quality on customer satisfaction, to determine the significance of the influence of customer satisfaction on customer loyalty, to determine the significance of the effect customer satisfaction on intention to switch.Sampling technique in this study is non probability sampling with the method judgmental sampling. Data were collected from 150 respondents. Respondents who have used the Nokia mobile phone for 1 more year, students in Surabaya, using more than one mobile phone than Nokia. The method analysis used in this research was Maximum Likelihood test using the program of AMOS version 18.0. Product quality has a significant positive effect on customer satisfaction. Customer satisfaction has a significant positive effect on customer loyalty. Customer satisfaction has a significant negative effect on intention to switch. Keywords: Product Quality, Satisfaction, Loyalty, Intention to Switch