PENGARUH EKUITAS MEREK DAN BIAYA PERALIHANTERHADAP LOYALITAS PENGGUNA PONSEL NOKIA (Survei Pengguna Ponsel Nokia di Indah Seluler ITC Cempaka Mas -Jakarta Pusat)

ARIFIANTI, RATIH (2012) PENGARUH EKUITAS MEREK DAN BIAYA PERALIHANTERHADAP LOYALITAS PENGGUNA PONSEL NOKIA (Survei Pengguna Ponsel Nokia di Indah Seluler ITC Cempaka Mas -Jakarta Pusat). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Ratih Arifianti, 2011; The Influence of Brand Equity and Switching Cost toward Customer Loyalty Nokia (Survey toward customer of Nokia at Indah Cellular ITC Cempaka Mas, Cental Jakarta). Skripsi: Jakarta, Marketing Management Concentration, Management Study program, Department of Management, Faculty of Economics, State University of Jakarta. The purpose of the research are: 1) To know description for brand equity, switching cost and customer loyalty Nokia. 2) Test empirically influence of brand equity towards customer loyalty Nokia. 3) Test empirically influence of switching cost towards customer loyalty Nokia. 4) Test empirically influence of brand equity and switching cost towards customer loyalty Nokia. The analysis implemented in this research are simple regression and multiple regression analysis. The method of this research is nonprobability sampling, that taken 100 people at Indah Cellular ITC Cempaka Mas, while data collecting by using quitionaire and cultivated using SPSS 19.0. The result of t test for t count brand equity is 3.220, and the signification is 0.002. This shows that there is an effect between brand equity towards customer loyalty. The result of t test for t count switching cost is 2.332, and the signification is 0.022 This shows that there is an effect between switching cost towards customer loyalty. The result of F test is 7.296 and the signification is 0.001. This shows that there is an effect between brand equity and switching cost toward customer loyalty. The result of R2 is 0.131 or 13.1%. It means customer loyalty is described by variable brand equity and switching cost as much 13.% Keywords: Brand equity, Switching cost, Customer loyalty.

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