Analisis Faktor-Faktor yang Mempengaruhi Perilaku Berpindah Serta Independensi antara Perilaku Berpindah dengan Karakteristik Demografi pada Konsumen TV Berlangganan di Kota Semarang

Abstract

The phenomenon of consumer complaints and the down of one of pay TV provider in Indonesia has become a very important issue in Indonesia. Besides, the number of players in the pay TV industry increase the competition. The company must make the improvements with appropriate managerial and focus on consumers who are more likely to switch. This study aims to determine the variable effect of the customer switching behavior and also the independence analysis between customer switching behavior and demographic characteristics on pay TV in Semarang. The results of this research through the analysis by suing multiple linear regression showed that the customer encounter faiure, competition, inconvenience, core service failures, ethics problems, group influence, prices, had a positive significant influence on the customer switching behavior. While the switching cost has the negative significant influence on the customer switching behavior. The sequence of variables sorted by the highest impact are as follows: 1). Group influence, 2). Ethics problems, 3). core service failures, 4). switching costs, 5). competition, 6). inconvenience, 7). customer encounter faiure, and 8). price. In addition, the research results through analysis of independence with Crosstabs and Chi-Square is known that the switching behavior depend on the demography characteristics of sex, age, occupation, income level. But switching behavior was independence with education level