PENGARUH KEPUASAN PELANGGAN, KEPERCAYAAN PELANGGAN DAN SWITCHING BARRIERS TERHADAP LOYALITAS PELANGGAN HARTONO ELEKTRONIKA SURABAYA

The growth of the retail business, especially modern retail business is currently growing quite rapidly with many retailers that are emerging, ranging from minimarket, supermarket, hypermarket to department stores. Modern retail’s concept prioritizes comfort, cleanliness, security, strategic location, good product quality, as well as the completeness and variety of products to compete in the retail industry. The purpose of this study is to investigate and analyze the effect of customer satisfaction, customer trust and switching barriers to customer loyalty. Benefits of this research is to provide meaningful input ideas for the retail industry in developing appropriate marketing strategies for target markets and as additional information in subsequent research. This study is a causal hypothesis and using a Non-Probability Sampling. Independent variables of this research include customer satisfaction, customer trust, and switching barriers. The dependent variable is customer loyalty. The sampling technique used was purposive sampling. The samples used were 100 consumers who like to shop at Hartono bla. The analysis technique used is multiple linear regression. The result shows that all the hypotheses are supported. The analysis showed that the customers' trust significantly affects to customer loyalty, with the highest influence, followed by a variable switching barriers and customer satisfaction