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

Nisaa Nursyabanniyah Wahyuddin, Ratih Hurriyati, Lisnawati Lisnawati

Abstract


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


Keywords


Customer Loyalty; Pay TV; Switching Barrier

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References


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Website:

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DOI: https://doi.org/10.17509/jbme.v4i1.15989

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