Factors Influencing Gen-Z Consumer Loyalty Towards Mobile Service Provider (MSP) In Indonesia
Abstrak
Mobile Service Provider is a company that offers transmission services to users of wireless devices. As Gen Z is thegeneration that grew up and spent their lives assisted by technology, it has become a huge part of their lives as users
of mobile service providers. The aim / objectives of this study are to examine the attitudes and beliefs of the gen Z
towards MSP’s. The phenomena in this study were explored using quantitative methods. This research received 402
responses. The variables used in this research are: Performance/Quality Value, Price/Value for Money, Emotional
Value, Relational Value, and Customization Value, Customer Satisfaction, Switching Cost, and Alternative
Attractiveness. This research uses the non-probability sampling method quota sampling. The results of this study
shows that perceived values do affect satisfaction positively, and also, from the research, it can be said that satisfaction
and loyalty are mediated and moderated by and through both alternative attractiveness and switching cost. The
suggestions for future research are to develop the research results found in this study so further research can be
carried out, and if possible, add more factors which impact satisfaction and loyalty aside those used in this research.
Keywords-customer satisfaction, customer loyalty, switching cost, alternative attractiveness, Gen Z.
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