EFFECT OF SWITCHING COST ON REPURCHASE INTENTION WITH CUSTOMER SATISFACTION AS A MODERATING VARIABLE (A STUDY ON SMARTPHONE PRODUCTS IN INDONESIA)

Now days, consumers can obtain information of a product with ease. It is become the basis consideration to switch to other companies. Companies should be able to anticipate this issue with a strategy that can retain old customers to re-buy their products. The purpose of this study is to explain effect of switching cost to repurchase intentions with customer satisfaction as a moderating variable. The subjects of this study are the users of smartphone products with a sample of 166 people selected using purpose sampling. Data is analyzed by using Moderated Regression Analysis. The results shows that switching costs and customer satisfaction have a significant positive effect on repurchase intention and customer satisfaction have moderating effect on relation of switching cost and repurchase intention. This study implies that the smartphone industry should maintain and increase its switching cost as to innovate and build a superior feature than its competitors. The smallest value obtained by evaluation cost which means that consumers can more easily evaluate the existing smartphones in the market so that industry players have to do a promotion showing that their products are the best and have their own advantages.