PENGARUH NILAI PELANGGAN dan HAMBATAN BERPINDAH TERHADAP LOYALITAS KONSUMEN (Studi pada Mahasiswa Universitas Bung Hatta Pegguna Handphone Nokia)

Abstract

Mobile phone is an electronic telecommunications device that has the same basic capabilities with conventional fixed-line telephone, but it can be taken anywhere and does not need to be connected to the telephone network using wireless or LAN. The development of the mobile phone industry is very quickly where produced a wide range of mobile products with different brands and models with different operating systems. This leads to the reduction in consumer loyalty to Nokia products.
This study was conducted to analyze the effect of customer value and switching barriers on customer loyalty. The samples in this study were students as a user of Nokia mobile phones' brand at the University of Bung Hatta by taking 100 respondents. Criteria of samples in this study were students at the University of Bung Hatta, have used Nokia mobile phone over a year, buying and using nokia with its own activities and not in the form of gifts or the other, just use the Nokia brand mobile phones.
The results of this study indicate that the value of customer and customer switching barriers have a significant effect on consumer loyalty.
Keywords : Customer Value, Switching Barriers, Consumer Loyalti.