ANALISIS HAMBATAN BERPINDAH (SWITCHING BARRIER) KARTU PRABAYAR simPATI T E L K O M S E L (STUDI PADA MAHASISWA FISIP UNIVERSITAS RIAU)

Abstract

Switcliing barrier is all consumers perceived barriers when they movedfrom one product to others. These barriers not only based on economic values, butalso related to psychological factors, social, and functional. The study wasdescriptive studies, with a population of1,243 FISIP XJR students which are simPATIprepaid card customers. This research obtained 93 sample respondents with Slovinformula. Tlie research data was collected using questionnaires, interviews, anddocument study. Descriptive statistical method was used to describe study variables.The result showed that the social factor is the most dominant factor influencingswitching barriers to respondents, followed by functional factors, economic valuesand the last factor is psychological value so they do Hbt brand switcliing to anotherprepaid card. We can conclude that simPATI still need to improve the quality ofswitching barriers to the customer, and it will be a]ble to increase customers'dependence on the products and services that ajfect customer loydlty.