Pengaruh Customer Satisfaction Terhadap Switching Barrier Dan Customer Retention (Survei Pada Mahasiswa Fakultas Ilmu Administrasi Bisnis Angkatan 2012-2013 Universitas Brawijaya Yang Pernah Melakukan Pembelian Di Mcdonald's Malang)

Abstract

The purpose of this study is to analyze and explain the effect Customer Satisfaction of the switching barrier and Customer Retention. Type of research is explanatory research with survey methods. Sampling technique using probability sampling with simple random sampling. The population in this study is a student of the Faculty of Business Administration Forces 2012-2013 UB ever make purchases at McDonald's Malang and obtained sample was 102 respondents using Machin formula. This study uses descriptive statistical analysis and path analysis (path analysis). Research results indicate that 1) Customer Satisfaction significant effect on Switching Barrier, 2) Customer Satisfaction significant effect on Customer Retention, 3) Switching Barrier significant effect on Customer Retention