Pengaruh Switching Barrier Perceived Quality dan Customer Delight Sebagai Variabel Mediasi Terhadap Customer Loyalty Untuk Studi Kasus Pembelian Produk Samsung di Pontianak

Abstract

ABSTRAK

Seiring dengan perkembangan zaman dan teknologi informasi saat ini banyak sekali perkembangan pesat yang terjadi. Perkembangan teknologi smartphone menyebabkan banyak sekali perubahan drastic dalam masyarakat. Karena penggunaannya yang semakin mengedepankan fitur dan inovasi yang selalu terbaru sehingga perkembangan teknologi juga dapat membawa dampak yang ketat bagi persaingan para perusahaan maupun produsen untuk bersaing secara kompetitif. Adapun tujuan dari penelitian ini adalah untuk menganalisis dan menguji pengaruh Switching Barrier dan Perceived Quality melalui Customer Delight sebagai variabel mediasi terhadap Customer Loyalty. Penelitian ini menggunakann metode pengumpulan data kuesioner online melalui teknik purposive sampling dengan jumlah responden 131 orang. Penelitian ini menggunakan Structural Equation Modeling (SEM) dengan alat bantu statitik AMOS 23, yang menunjukkan bahwa secara signifikan dan positif switching barrier dan perceived quality berpengaruh positif terhadap customer delight dan customer delight secara signifikan dan positif berpengaruh secara signifikan dan positif terhadap customer loyalty.

Kata Kunci: Switching Barrier, Perceived Quality, Customer Delight, Customer Loyalty, Smartphone Samsung.

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