PENGARUH SERVICE QUALITY TERHADAP CUSTOMER LOYALTY DIMEDIASI CUSTOMER SATISFACTION DAN SWITCHING COST SEBAGAI VARIABEL MODERATING

ABSTRACTThis study aims to determine the effect of service quality on customer loyalty mediated by customer satisfaction and switching cost as a moderating variable. The sample of this study is family cell consumers who use the Telkomselsim card. For data collection using questionnaires to consumers of family cells that use the Telkomselsim card, to analyze data using validity test, reliability test, normality test, path analysis, moderated regression analysis (MRA) and t test statistics, test the coefficient of determination in the Package for Social Statistics IBM Science (SPSS)) Version 21.0. The results of service quality research have a significant effect on customer loyalty, service quality has a significant effect on customer satisfaction, customer satisfaction has a significant influence on customerl loyalty, service quality has an indirect effect on customer loyalty mediated by customer satisfaction, customer satisfaction has a significant effect on customer loyalty and switching cost as a moderating variable.Keywords: Service Quality; Customer Satisfaction; Switching Cost; Customer Loyalt