ANALISIS PENGARUH SWITCHING COST TERHADAP SWITCHING INTENTION PADA INDUSTRI TELEKOMUNIKASI SELULER DI JAKARATA

PERMANA, REZHA EKA , Hamim, Dr., M.B.A.

2008 | Tesis | S2 Magister Management

Perkembangan industri telekomunikasi selular memasuki persaingan yang sangat ketat, dengan bermunculannya provider baru. Upaya mempertahankan pelanggan yang ada merupakan hal yang sangat penting, karena biaya untuk menarik pelanggan baru ternyata lebih besar daripada biaya untuk mempertahankan pelanggan yang ada atau pelanggan loyal. Perilaku Perpindahan pada konsumen ini berdampak pada biaya (swithcing cost) yang besar yang dipikul oleh perusahaan penyedia jasa. Dalam penelitian ini dapat diidentifikasi beberapa permasalahan yaitu terdapat delapan dimensi pembentuk switching cost yang mungkin mempengaruhi perilaku perpindahan pada konsumen. Tujuan penelitian ini untuk mengetahui pengaruh Procedural Switching Cost, Financial Switching Cost dan Personal relational Switching Cost terhadap Switching Intention pada industri telekomunikasi selular di Jakarta. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survey (reseach) dan penyajian data secara deskriptif analisis. Populasi dalam penelitian ini adalah pengguna kartu telepon seluler GSM di Jakarta. Sample diambil dengan teknik purposive random sampling dengan mengambil sampel sebanyak 200 responden. Teknik pengumpulan data menggunakan teknik angket. Teknik analisis data yang digunakan teknik korelasi dan regresi. Sebelum dilakukan analisis, dilakukan uji validitas dengan korelasi Product Moment dan reliabilitas menggunakan Alpha Cronbach Dalam penelitian ini diperoleh hasil : (1) Procedural Switching Cost yang meliputi Economy Risk Cost, Evaluation Cost, Learning Cost dan Setup Cost berpengaruh positif dan signifikan terhadap Switching Intention pada industri telekomunikasi.seluler; (2) Financial Switching Cost yang terdiri dari Benefit Losses dan Monetary Loss Cost berpengaruh positif dan signifikan terhadap Switching Intention pada industri telekomunikasi seluler dan (3) Personal Relational Switching Cost yang terdiri dari relationship loss cost dan Brand relationship loss cost berpengaruh secara positif dan signifikan terhadap Switching Intention pada industri telekomunikasi seluler. Dari ketiga variable bebas, personal relational switching cost memiliki pengaruh yang paling dominan terhadap switching intention. Keterbatasan dan saran (teoritis dan praktis) untuk penelitian selanjutnya juga dibahas dalam penelitian ini. Kata kunci : Procedural Switching Cost, Financial Switching Cost Personal relational Switching Cost dan Switching Intention

Industrial development of cellular telecommunications enters real emulation stringency, by popping out some new provider. Effort to maintain the customers are real

important thing, because cost to draw new customers simply bigger than costs to maintain the customers or customer's loyalty. Behavior of switching at this consumer affects to cost (switching cost) big shouldered by service provider company. In this research can be identified some problems that consist of eight former dimensions switching cost which possibly influences behavior of switching at consumer. Purpose of this research is to know influence from Procedural Switching Cost, Financial Switching Cost and Personal relational Switching Cost to Switching Intention at cellular telecommunications industry in Jakarta. This research applies quantitative method with approach survey (research) and presentation of data descriptively analyzed. Population in this research is telephone card user cellular GSM in Jakarta. Sample is taken with technique purposive random sampling by taking sample 200 responders. Data collecting technique applies questioner technique. Data analytical technique applied by correlation technique and regression. Before analyze, researcher did the validity test with correlation Product Moment and reliability applies Alpha Cronbach There are obtained result in this research: (1) Procedural Switching Cost covering Economy Risk Cost, Evaluation Cost, Learning Cost and Setup Cost influent positively and significant to Switching Intention at telecommunication industry; (2) Financial Switching Cost consisted of by Benefit Losses and Monetary Loss Cost influent positively and significant to Switching Intention at telecommunications industry cellular and (3) Relational Switching Cost consisted of by relationship loss cost and Brand relationship loss cost influent positively and significant to Switching Intention at telecommunications industry cellular. From third of free variable, Relational Switching Cost has influence that is most dominant to switching intention. Limitation and suggestion (practical and theoretical) for research herein after also discussed in this research. Keyword : Procedural Switching Cost, Financial Switching Cost, Relational Switching Cost and Switching Intention

Kata Kunci : Procedural Switching Cost, Financial Switching Cost Personal relational Switching Cost dan Switching Intention