ABSTRAK
ANALISIS PENGARUH CUSTOMER SATISFACTION, SWITCHING COST, DAN TRUST IN BRAND TERHADAP CUSTOMER RETENTION
PT. ADYAJATI LESTARI MEDAN
Kejenuhan pasar yang disebabkan semakin ketatnya persaingan di antara Perusahaan AMDK (Air Minum Dalam Kemasan). menyebabkan turunya pertumbuhan pelanggan dan profitabilitas tiap perusahaan AMDK. Hal ini juga di alami oleh PT Adyajati Lestari Medan sebagai distributor AMDK. Untuk memperoleh profitabilitas yang tinggi pada perusahaan, perlu adanya upaya untuk meningkatkan Customer Retention karena merupakan kunci profitabilitas penelitian ini menggunakan data primer yang di peroleh dari penyebaran koisioner yang di lakukan pada retailer PT Adyajati Lestari Medan dengan menggunakan sampel sebanyak 73 retailer yang telah menjadi retailer dari PT Adyajati Lestari Medan selama 1 (satu) tahun. Variabel penelitian ini terdiri dari Customer
Retention sebagai variabel terikat dan Customer Satisfaction, Switching Cost, dan Trust In Brand sebagai variabel bebas. Penelitiaan ini menggunakan analisi
regresi linier berganda. Hasil penelitian menunjukkan bahwa koefisien determinasi yang terlihat pada nilai Adjusted R Square sebesar 0,598 yang berarti bahwa customer retention dapat dijelaskan oleh customer satisfaction, switching
cost, dan trust in brand sebesar 59,8%, dan sisanya yaitu 39,2% dapat dijelaskan
oleh variabel lain di luar model penelitian ini. Penggujian Secara parsial berpengaruh positif dan signifikan di mana customer satisfaction pengaruh terbesar dibandingkan variabel lain dalam penelitian ini, sedangkan switching cost memilik pengaruh paling rendah terhadap customer retention. Berdasarkan hasil uji F menunjukkan bahwa secara simultan atau bersama-sama variabel dalam penelitian ini yaitu customer satisfaction, switching cost, dan trust in brand berpengaruh positif dan signifikan terhadap customer retention. Oleh karena itu, untuk meningkatkan customer retention dapat dilakukan dengan cara meningkatkan customer satisfaction, switching cost, dan trus in brand.
Kata kunci: Profitabilitas, Customer Retention, Customer Satisfaction, Switching
Cost, Trust in Brand.
ABSTRACT
ANALYSIS OF EFFECT OF CUSTOMER SATISFACTION, SWITCHING COST, AND TRUST IN BRAND ON CUSTOMER RETENTION
PT. ADYAJATI LESTARI MEDAN
Market saturation due to increasing competition in the bottled water company (Bottled Drinking Water). led to the fall of the growth and profitability of each customer's drinking water company. It is also experienced by PT Adyajati Lestari Medan as a distributor of bottled water. To obtain a high profitability to the company, the need for efforts to improve customer retention as a key profitability of this research using primary data obtained from the spread koisioner undertaken at retailers PT Adyajati Lestari Medan by using a sample of 73 retailers that have become a retailer of PT Adyajati Lestari Medan for 1 (one) year. The variables of this study consisted of Customer Retention as the dependent variable and Customer Satisfaction, Switching Cost, and Trust In Brand as independent variables. This research using multiple linear regression analysis. The results showed that the coefficient of determination which looks at the value of Adjusted R Square of 0.598 which means that it can be explained by the customer retention and customer satisfaction, switching cost, and trust in the brand amounted to 59.8%, and the remaining 39.2% can be explained by variable other than the research model. research Partially positive and significant effect where the greatest influence customer satisfaction than other variables in this study, while having an effect switching lowest cost to customer retention. Based on the results of the F test showed that simultaneous or jointly variable in this study is customer satisfaction, switching cost, and trust in the brand positive and significant impact on customer retention. Therefore, to increase customer retention can be done by increasing customer satisfaction, switching cost, and then in the brand.
Keywords: profitability, Customer Retention, Customer Satisfaction, Switching Cost, Trust in Brand.
