Pengaruh Customer Satisfaction Dan Trust In A Brand Terhadap Customer Retention “Studi Kasus Pengguna Produk Xl Pada Mahasiswa Stie Kesatuan Bogor”
| Main Authors: | Fadillah, Adil; STIE Kesatuan, Yustine, Yustine; STIE Kesatuan |
|---|---|
| Format: | Article application/pdf eJournal |
| Bahasa: | in |
| Terbitan: |
STIE Kesatuan
, 2017
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| Subjects: | |
| Online Access: |
http://jurnal.stiekesatuan.ac.id/index.php/jimk/article/view/564 http://jurnal.stiekesatuan.ac.id/index.php/jimk/article/downloadSuppFile/564/1955 |
Daftar Isi:
- The tight competition among cellular operators and the number of its customers are already surpassing the Indonesian population. It takes efforts to gain maximum profits due to customer retention. This study uses customer satisfaction and trust in a brand as an independent variable to be examined on how they are affecting the customer retention. This study aims to determine the effect of customer satisfaction and trust in a brand to customer retention on product XL. This research is descriptive, using the survey approach by means of questionnaires for 100 college students of STIE Kesatuan Bogor as the respondents. Based on research, the regression equation table of customer satisfaction is 0,133 shows every value addition on customer satisfaction will give an increasing score by 0,133. Whereas the regression equation table of trust in a brand variable is 0,220 shows that every value addition on trust in a brand will give an increasing score by 0,220. Analysis of the correlation coefficient in the customer retention variable is 0,571 shows correlation between independent variable those are customer satisfaction and trust in a brand to dependent variable that is customer retention amounting to 3,26%. The analysis concludes that customer satisfaction and trust in a brand are affecting the customer retention and has been proved by the contribution that was given by independent to dependent variable.