PENGARUH SWITCHING COST TERHADAP CUSTOMER SWITCHING BEHAVIOR : Survei pada Pelanggan Yang Berpindah Dari MNC Play di Bandung - Lena Marliyana Maelatusaadah, - (2018)
ABSTRAK Lena Marliyana Maelatusaadah (1401878), "Pengaruh Switching Cost terhadap Customer Switching Behavior (Survei pada Pelanggan MNC Play di Bandung)". Dibawah bimbingan Prof. Dr. H. Agus Rahayu, M.P. dan Drs. H. Rd. Dian H. Utama, M.Si. Industri Komunikasi berkembang pesat setiap tahunnya di Indonesia. Banyaknya masyarakat yang sangat konsumtif menggunakan internet menyebabkan kenaikan pengguna internet di tanah air. Berkembangnya perusahaan penyedia layanan internet ISP (Internet Service Provider). Banyaknya perusahaan ISP di Indonesia membuat banyak pilihan untuk pelanggan untuk mencari perusahaan ISP yang terbaik. Perilaku perpindahan pelanggan (customer switching behavior) salah satu aspek penting untuk menghadapi persaingan. Salah satunya melalui switching cost karena semakin tinggi switching cost maka intensi konsumen untuk pindah akan semakin rendah. Penelitian ini bertujuan untuk memperoleh (1) gambaran switching cost (2) gambaran customer switching behavior, (3) besarnya pengaruh switching cost terhadap customer switching behavior. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan adalah cross sectional method dengan ukuran sampel sebanyak 106 responden. Teknik analisis data yang digunakan adalah regresi liniear sederhana dengan alat bantu software komputer Statistical Product for Service Solutions (SPSS) 24.0 for windows. Hasil temuan penelitian ini menunjukkan bahwa gambaran switching cost berada pada kategori cukup tinggi, dan gambaran customer switching behavior berada pada kategori cukup tinggi. Switching Cost memiliki pengaruh yang positif dan signifikan terhadap Customer Switching Behavior. Kata Kunci: Switching Cost, Customer Switching Behavior. ABSTRACT Lena Marliyana Maelatusaadah (1401878) "The Influence of Switching Cost on Customer Switching Behavior" (Survey on MNC Play customers in Bandung). Guidance of Prof. Dr. H. Agus Rahayu, M.P and Drs. H. Rd. Dian H. Utama, M.Si. The development of the communication industry is growing rapidly every year in Indonesia. The large number of people who are very consumptive in using the internet causes an increase in internet users in the country. The development of ISP (Internet Service Provider) internet service providers. The number of ISP companies in Indonesia makes many choices for customers to find the best ISP company. Customer switching behavior is an important aspect to face the competition. One of them is through switching costs because the higher the switching cost, the lower the consumer's intention to move. The purposes of this study to obtain: (1) description of switching cost, (2) description of customer switching behavior, (3) the influence of switching cost on customer switching behavior. This type of research is descriptive and verifikatif. The method used was cross sectional method with a sample size as much 106 respondents. Data analysis technique used is simple with liniear regression tools computer software Statistical Product for Service Solutions (SPSS) 24.0 for windows. The results of the findings of this research show that the image of the switching cost is on the category is good enough, the image of customer switching behavior is at a category good enough. Switching cost has a positive and significant effect against the customer switching behavior. Keyword: Switching Cost, Customer Switching Behavior.