Pengaruh Switching Cost Terhadap Customer Behavioral Loyalty dan Attitudinal Loyalty Pada Pelanggan Pre-Paid GSM Perusahaan Telekomunikasi di Kota Denpasar

ABSTRAK Penelitian untuk menguji dan menganalisis pengaruh switching cost terhadap customer behavioral loyalty dan attitudinal loyalty. Responden penelitian berjumlah 150 orang yang menggunakan provider GSM prabayar. Pengambilan sampel menggunakan metode non probability sampling khususnya purposive sampling. Hipotesis penelitian diuji menggunakan teknik analisis Structural Equation Modelling (SEM) dengan software AMOS 16.0. Hasil analisis menunjukkan bahwa switching cost berpengaruh positif dan signifikan terhadap customer behavioral loyalty dan attitudinal loyalty. Artinya semakin tinggi biaya beralih konsumen ke provider lain maka semakin tinggi perilaku loyalitas dan sikap loyalitas konsumen pada penggunaan provider GSM. Implikasi praktis bagi perusahaan telekomunikasi khususnya pada provider GSM prabayar adalah senantiasa menjaga dan meningkatkan loyalitas penggunaan produk, agar dapat mempertahankan pelanggannya, dan mengantisipasi para pesaing yang terus berbenah untuk menghadapi persaingan. Kata kunci: switching cost, customer behavioral loyalty, dan attitudinal loyalty ABSTRACT Research to test and analyse influence of cost switching to loyalty behavioral customer and of attitudinal loyalty. Research responder amount to 150 one who use GSM prabayar provider. Intake of sampel use method of is non sampling probability specially sampling purposive. Research hypothesis tested to use technique analyse Structural Equation Modelling (SEM) with AMOS software 16.0. Result of analysis indicate that cost switching have an effect on positive and signifikan to loyalty behavioral customer and of attitudinal loyalty. Its meaning of excelsior of is expense of changing over consumer to other provider hence behavioral excelsior of attitude and loyalitas of loyalitas consumer at usage of GSM provider. Practical Implication to company of telecommunications specially at GSM prabayar provider is ever take care of and improve loyalitas usage of product, to be can maintain its cutomer, and anticipate all competitor which continue to have order to face emulation. Keyword : switching cost, customer behavioral loyalty, and attitudinal loyalty