PENGARUH RETENSI PELANGGAN DAN SWITCHING COSTS TERHADAP LOYALITAS PELANGGAN INDIHOME WITEL SUKABUMI

PT. Telkom Indonesia is one of the largest companies in Indonesia. Indihome is one of its service product. The problem identified at Witel Sukabumi is that there are a lot of customers who stopped subscribing or revocation of service. The research was aimed at determining the influence of customer retention and switching costs simultaneously toward Indihome’s customer loyalty at Witel Sukabumi. The research methods applied were descriptive and associative with quantitative approach. The techniques of analyzing data applied were multiple correlation, determination coefficient (R2), multiple linear regression and F test. The research result shows that customer retention and switching costs give weak influence toward customer loyalty, which is namely amounted to 18,31% that positive and significant, while the remaining 81,69% is influenced by other factors out of the research. The research is expected to give positive impact for the company especially in the effort of sustaining and increasing customer loyalty through customer retention and switching costs