Analisis Pengaruh Customer Satisfaction, Switching Cost, Dan Trust In Brand Pada Customer Retention.

ABSTRAK
ANALISIS PENGARUH CUSTOMER SATISFACTION, SWITCHING COST,
DAN TRUST IN BRAND TERHADAP CUSTOMER RETENTION
PT. ADYAJATI LESTARI MEDAN
Kejenuhan pasar yang disebabkan semakin ketatnya persaingan di antara
Perusahaan AMDK (Air Minum Dalam Kemasan). menyebabkan turunya
pertumbuhan pelanggan dan profitabilitas tiap perusahaan AMDK. Hal ini juga di
alami oleh PT Adyajati Lestari Medan sebagai distributor AMDK. Untuk
memperoleh profitabilitas yang tinggi pada perusahaan, perlu adanya upaya untuk
meningkatkan Customer Retention karena merupakan kunci profitabilitas
penelitian ini menggunakan data primer yang di peroleh dari penyebaran koisioner
yang di lakukan pada retailer PT Adyajati Lestari Medan dengan menggunakan
sampel sebanyak 73 retailer yang telah menjadi retailer dari PT Adyajati Lestari
Medan selama 1 (satu) tahun. Variabel penelitian ini terdiri dari Customer
Retention sebagai variabel terikat dan Customer Satisfaction, Switching Cost, dan
Trust In Brand sebagai variabel bebas. Penelitiaan ini menggunakan analisi
regresi linier berganda. Hasil penelitian menunjukkan bahwa koefisien
determinasi yang terlihat pada nilai Adjusted R Square sebesar 0,598 yang berarti
bahwa customer retention dapat dijelaskan oleh customer satisfaction, switching
cost, dan trust in brand sebesar 59,8%, dan sisanya yaitu 39,2% dapat dijelaskan
oleh variabel lain di luar model penelitian ini. Penggujian Secara parsial

berpengaruh positif dan signifikan di mana customer satisfaction pengaruh
terbesar dibandingkan variabel lain dalam penelitian ini, sedangkan switching cost
memilik pengaruh paling rendah terhadap customer retention. Berdasarkan hasil
uji F menunjukkan bahwa secara simultan atau bersama-sama variabel dalam
penelitian ini yaitu customer satisfaction, switching cost, dan trust in brand
berpengaruh positif dan signifikan terhadap customer retention. Oleh karena itu,
untuk meningkatkan customer retention dapat dilakukan dengan cara
meningkatkan customer satisfaction, switching cost, dan trus in brand.
Kata kunci: Profitabilitas, Customer Retention, Customer Satisfaction, Switching
Cost, Trust in Brand.

Universitas Sumatera Utara

ABSTRACT
ANALYSIS OF EFFECT OF CUSTOMER SATISFACTION, SWITCHING
COST, AND TRUST IN BRAND ON CUSTOMER RETENTION
PT. ADYAJATI LESTARI MEDAN
Market saturation due to increasing competition in the bottled water
company (Bottled Drinking Water). led to the fall of the growth and profitability
of each customer's drinking water company. It is also experienced by PT Adyajati

Lestari Medan as a distributor of bottled water. To obtain a high profitability to
the company, the need for efforts to improve customer retention as a key
profitability of this research using primary data obtained from the spread koisioner
undertaken at retailers PT Adyajati Lestari Medan by using a sample of 73
retailers that have become a retailer of PT Adyajati Lestari Medan for 1 (one)
year. The variables of this study consisted of Customer Retention as the dependent
variable and Customer Satisfaction, Switching Cost, and Trust In Brand as
independent variables. This research using multiple linear regression analysis. The
results showed that the coefficient of determination which looks at the value of
Adjusted R Square of 0.598 which means that it can be explained by the customer
retention and customer satisfaction, switching cost, and trust in the brand
amounted to 59.8%, and the remaining 39.2% can be explained by variable other
than the research model. research Partially positive and significant effect where
the greatest influence customer satisfaction than other variables in this study,
while having an effect switching lowest cost to customer retention. Based on the
results of the F test showed that simultaneous or jointly variable in this study is
customer satisfaction, switching cost, and trust in the brand positive and
significant impact on customer retention. Therefore, to increase customer
retention can be done by increasing customer satisfaction, switching cost, and then
in the brand.

Keywords: profitability, Customer Retention, Customer Satisfaction, Switching
Cost, Trust in Brand.

Universitas Sumatera Utara