Analisis pengaruh push factors terhadap switching behavior melalui switching intention pada pelanggan operator seluler di Surabaya

Manjani, Vidia Arum (2012) Analisis pengaruh push factors terhadap switching behavior melalui switching intention pada pelanggan operator seluler di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Perkembangan bisnis telekomunikasi saat ini berkembang pesat, hal itu dapat dilihat juga dari munculnya banyak operator seluler. Banyaknya operator seluler membuat konsumen cenderung berpindah operator dengan pertimbangan layanan yang diberikan. Penelitian ini bertujuan untuk mengetahui pengaruh variabel Push Factors terhadap variabel Switching Behavior dengan mediasi variabel Switching Intention. Penelitian ini dilakukan pada pengguna telepon seluler yang berdomisili di Surabaya. Metode yang digunakan untuk penelitian ini merupakan metode kuantitatif dengan teknik Path Analysis (Analisa Jalur) dimana metode kuantitatif dan Path Analysis ini akan meneliti secara umum tentang pengaruh Push Factors terhadap Switching Behavior melalui Switching Intention. Menggunakan Path Analysis hasil yang diperoleh adalah variabel Push Factors terbukti berpengaruh secara signifikan terhadap Switching Intention pada pelanggan operator seluler di Surabaya; variabel Switching Intention terbukti berpengaruh secara signifikan terhadap Switching Behavior pada pelanggan operator seluler di Surabaya; variabel Switching Intention terbukti memediasi variabel Push Factors terhadap Switching Intention pada pelanggan operator seluler di Surabaya / The development of the business telecommunication is currently growing rapidly, it can be seen also from the emergence of many mobile operators. The numbers of mobile operator makes consumers tend to switch carriers with consideration of the service provided. This study aims to determine the effect of the Push Factors variable to Switching Behavior variable through Switching Intention variable. The research was conducted on cell phone users who live in Surabaya. The method used for this study is quantitive method with Path Analysis technique. Path Analysis technique will examine the effect of Push Factors to Switching Behavior through Switching Intention. Using Path Analysis result obtained are Push Factors shown influence Switching Intention significantly in mobile operator’s customers in Surabaya; Switching Intention proved significant influence on Switching Behavior; Switching Intention proved mediating Push Factors to Switching Behavior in mobile operators’ customer in Surabaya

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