Pengaruh Pencarian Variasi sebagai Moderator terhadap Hubungan antara Kepuasan Pelanggan dengan Keputusan Berpindah Merk (Kasus: Pengguna ProviderSeluler XL di Jakarta Barat) / Fifi Franto

Franto, Fifi (2015) Pengaruh Pencarian Variasi sebagai Moderator terhadap Hubungan antara Kepuasan Pelanggan dengan Keputusan Berpindah Merk (Kasus: Pengguna ProviderSeluler XL di Jakarta Barat) / Fifi Franto. Masters thesis, UNIVERSITAS TARUMANEGARA.

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Abstract

The research aims to determine the affect of customer satisfaction to the consumer switching decision, and the role of variety seeking in moderating brand switching decision and customer satisfaction relationship. Sample was determined by purposive sampling criteria respondents are users of cellular provider XL services who are visited XL center at Puri Indah Mall and XL centre at Taman Palem Cengkareng Jakarta Barat as well as at least high school educated. The sample sizes used in study were 150 respondents using analytical techniques MRA (Moderated Regression Analysis). The results of this study indicate that: the variable of customer satisfaction has negatively significant effect on brand switching decision with coefficient value -0,808. And variety seeking is able to be a moderator, but it weakens the relationship among brand switching decision and customer satisfaction. Based on the result of the research, expected XL AXIATA management to improves the qualityof services, signal strength and the coverage aims to create loyal customers in future.

Item Type: Thesis (Masters)
Subjects: Thesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Puskom untar untar
Date Deposited: 10 Jul 2018 02:50
Last Modified: 10 Jul 2018 02:50
URI: http://repository.untar.ac.id/id/eprint/3843

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