CUSTOMER LOYALTY TO PREPAID CARD: THE SURVEY ON STUDENT AS IM3 USERS IN LAMPUNG, INDONESIA

Abstract

This study investigates the effects of service quality, product quality, price, and switching cost
towards satisfaction and its impact on loyalty of IM3 card users. The research is done on IM3
prepaid card users in Lampung Province with a total sample of 160 users. The methods used are
descriptive statistical analysis and structural equation model analysis. The calculation result,
there is nine hypothesis and three hypotheses rejected, namely the price on satisfaction, the
product quality on customer loyalty and the switching cost on customer loyalty. Based on the
findings of this study conclude that the customer satisfaction is the dominant factor to build
consumer loyalty by focus on service quality, product quality, and the switching cost.