Abstract:
This research was conducted to obtain empirical evidence about the factors that
affect the Customer Switching Behavior of President University students, where the
factor itself is measured in Customer Satisfaction (Switching Cost, Service Quality,
Trust, and Innovation) toward Switching Behavior from Go-Ride into GrabBike. In
this research, the sample taken is 369 students in President University who are still
active in class in order to find a precise and accurate sample of the used method in
the survey field. The work of research methods directly contributes to get qualified
respondents sampling. Data and information research process conducted with
disseminating questionnaire with likert scale choice. In this research, the model
variable used can be divided into two groups. The first is there are four independent
variables, which are switching cost, service quality, trust and innovation. And there
is one dependent variable, which is switching behavior. The data and information
in this research examined through quantitative research using Multiple Linear
Regression analysis. T-Test analysis result showed that all of independent variables
which are switching cost, service quality, trust and innovation that have positive
significant influence toward switching behavior. The F-Test result showed that all
independent variables have simultaneous significant influence towards switching
behavior. The Coefficient of Determination Analysis result clarified all independent
variables are influencing the dependent variable with 71.1% to the switching
behavior while the rest, which is 28.9%, is explained by the other independent
variables that are not used in this research.
