Analisis Pengaruh Brand Experience Dan Switching Cost Terhadap Costumer Loyalty (Studi Pada Produk Handphone)

This study aims to analyze the influence of brand experience and switching cost to customer loyalty. The population that became the object of this research is a student of Muhammadiyah University of Surakarta. The sample used is 150 students using Purposive Sampling method. The method of analysis used in this study is the method of multiple regression analysis. The result of research based on partial hypothesis test (t test) shows that brand experience and switching cost variable significantly influence costumer loyalty. The result of determination coefficient test (R2) obtained R square equal to 0,369. It shows that costumer loyalty can be explained by variable influence of brand experience and switching cost equal to 36,9%, whereas 63,1% influenced by other factors outside of variable which is studied