PENGARUH CUSTOMER SATISFACTION TERHADAP SWITCHING BARRIERS DAN CUSTOMER RETENTION (Survei Online pada Konsumen Produk Kosmetik L’Oréal Paris di Indonesia dan China)

Abstract

The aims of this research are (1) identifying and explaining the influence of customer satisfaction toward switching barriers, (2) identifying and explaining the influence of customer satisfaction toward customer retention, (3) identifying and explaining the influence of switching barriers toward customer retention, (4) identifying and explaining whether Indonesian and China Consumers have different perspective or not about switching barriers role in mediating of customer satisfaction toward customer retention. This research is an explanatory research and using quantitative approach. The variabels of the research are customer satisfaction, switching barriers, and customer retention. The research population were consumers who buy and use cosmetic products of L’Oréal Paris, with 18 years old as the minimum age, had purhcased cosmetic products of L’Oréal Paris more than twice and living in Indonesia or China. The sampling method of this research was purposive sampling. Questionnaire were used in order to gather the data from 130 respondent. Descriptive analysis, path analysis, and independent sample t test were used in order to analyze the data.

Kеywords: Customer Satisfaction, Switching Barriers, Customer Retention.

ÐBSTRÐK

Penelitian ini memiliki tujuan untuk (1) mengetahui dan menjelaskan pengaruh customer satisfaction terhadap switching barriers, (2) mengetahui dan menjelaskan pengaruh customer satisfaction terhadap customer retention, (3) mengetahui dan menjelaskan pengaruh switching barriers terhadap customer retention, (4) mengetahui dan menjelaskan ada atau tidaknya perbedaan persepsi mengenai pengaruh switching barriers dalam memediasi pengaruh customer satisfaction terhadap customer retention antara konsumen di Indonesia dan di China. Penelitian ini merupakan penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel penelitian ini terdiri dari customer satisfaction, switching barriers, dan customer retention. Populasi penelitian ini adalah konsumen yang membeli dan menggunakan produk kosmetik L’Oréal Paris, berusia minimal 18 tahun, melalukan pembelian produk kosmetik  L’Oréal Paris lebih dari 2 kali dan bertempat tinggal di Indonesia atau China. Penentuan jumlah penelitian ini menggunakan purposive sampling. Sampel dari penelitian ini adalah 130 orang responden dan untuk pengumpulan data menggunakan kuesioner online. Teknik analisis yang digunakan adalah analisis deskriptif, analisis jalur (path analysis) dan independent sample t test.

Kаtа Kunci: Customer Satisfaction, Switching Barriers, Customer Retention