PENGARUH KEPUASAN KONSUMEN, RINTANGAN BERALIH DAN PENANGANAN KELUHAN TERHADAP LOYALITAS KONSUMEN (Studi Pada Konsumen Sepeda Motor Merek Suzuki Di Padang)

Abstract

This study aims to determine the effect of consumer satisfaction, switching barriers and handling of complaints on consumer loyalty (study consumen Suzuki motorcycle brand in Padang). This study using purposive sampling technique. The sample used eighty respondents. The data used is primary data through questionnaires, the sample used eighty responden. Data analysis method used is multiple linear regression analysis. Results of the research showed that consumer satisfaction, switching barriers and complaint handling positive and significant impact on consumer loyalty (studies on consumer brand motorcycle Suzuki in Padang). Suggested to the management of Suzuki motorcycle industry in Padang should pay more attention to customer satisfaction in order to influence the choice, needs and interests of consumers are loyal. And also recommended also for subsequent researchers to add other variables that can explain more in depth about customer loyalty.
Keywords: Customer Satisfaction, Switching Barriers, Handling Complaints and Consumer Loyalty