THE INFLUENCE OF CUSTOMER SATISFACTION TOWARD SWITCHING BEHAVIOR AMONG PRESIDENT UNIVERSITY’S STUDENTS (A STUDY CASE OF GRABBIKE AND GO-RIDE)

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.