Pelanggan TV Berbayar di Indonesia: Tantangan Hambatan Berpindah dalam Mempertahankan Loyalitas | Zendy

Nisaa Nursyabanniyah Wahyuddin | Zendy; Ratih Hurriyati | Zendy; Lisnawati Lisnawati | Zendy

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Pelanggan TV Berbayar di Indonesia: Tantangan Hambatan Berpindah dalam Mempertahankan Loyalitas

Author(s) -

Nisaa Nursyabanniyah Wahyuddin,

Ratih Hurriyati,

Lisnawati Lisnawati

Publication year - 2019

Publication title -

journal of business management education (jbme)

Language(s) - English

Resource type - Journals

eISSN - 2715-3045

pISSN - 2715-3037

DOI - 10.17509/jbme.v4i1.15989

Subject(s) - loyalty , loyalty business model , research object , descriptive statistics , data collection , advertising , business , research method , psychology , marketing , business administration , mathematics , statistics , service (business) , service quality

This present study aims to describe switching barrier and customer loyalty of Pay TV in Indonesia. This study uses a descriptive approach with the explanatory survey method. The unit of analysis for Paid TV’s Customer is 108 respondents. Data collection using a questionnaire. The data analysis technique is using a simple linear regression with SPSS 24.0 for Windows program tools. Based on the results of the study, it can be known that the switching barrier has a partial effect on the customer loyalty with a high influence category. The difference in this study lies in the object of research, research time, measuring instruments, literature used, theory used and research results.Keywords: Customer Loyalty; Pay TV; Switching Barrier

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