PENGARUH KEPUASAN, ETIKA SALER, DAN CITRA PERUSAHAAN TERHADAP LOYALITAS YANG DIMODERASI OLEH VARIABEL SWITCHING BARRIERS (Studi Pada Nasabah Kresna Life Insurance Malang)

This study aims to analyze the effect of satisfaction, penjual ethics, company image on Kresna Life Insurance customer loyalty moderated by a moderating factor (strengthening or strengthening) the relationship between satisfaction, penjual ethics and corporate image on Kresna Life Insurance customer loyalty in Jakarta. This type of research is a quantitative approach with survey methods. The population in this study is the people of Malang city who are Kresna Life Insurance customers. The sample of this study is 100 respondents with predetermined criteria, namely male or female buyers or Kresna users, for a minimum of 6 months. The data source in this study is the primary data source. Data collection techniques using questionnaires. Hypothesis testing uses, validity test, reliability test. Hypothesis testing tests the t test and moderation regression analysis. Based on the results of the t test shows that, satisfaction influences customer loyalty, seller ethics influences customer loyalty and corporate image influences customer loyalty. While the results of the moderation regression analysis shows that the effect of satisfaction on customer loyalty by moderating switching barriers is able to moderate or strengthen the effect of satisfaction on customer loyalty, so the hypothesis is accepted. The effect of penjual ethics on customer loyalty by moderating switching barriers has the role of moderating so that the hypothesis is accepted and the influence of company image on customer loyalty by moderating switching barriers, shows that self-service barriers are able to play a role or control the relationship between the company ctra to customer loyalty, so the hypothesis is accepted