PENGARUH KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN YANG DIMODERASI OLEH SWITCHING COST PADA PEMBELIAN PUPUK SUBSIDI DAN NON-SUBSIDI

This study was conducted among subsidized and non-subsidized fertilizer
customers in Lumajang Regency. The aim was to determine and analyze the effect
of customer satisfaction on customer loyalty, with switching costs as a moderating
variable. The population in this study were customers who had purchased
subsidized and non-subsidized fertilizer in Lumajang Regency. The sample size
was 200 respondents. This study used a quantitative method. The sampling
technique used probability sampling and simple random sampling, where each
member of the population had an equal chance of being selected as a sample.
Data collection used an offline questionnaire. Data analysis used a scale range
and the Smart PLS 4 analysis tool. The results of the scale range calculation
indicate that customer satisfaction was rated as quite satisfied, switching costs
were rated as high, and customer loyalty was rated as fairly loyal. The results of
this study indicate that customer satisfaction has a positive and significant effect
on customer loyalty for subsidized and non-subsidized fertilizers. Switching costs
were unable to moderate the effect of customer satisfaction on customer loyalty.