This study is aimed to investigate the role of Switching Costs in mediating the influences of Consumer Satisfaction and Trust on Consumer Loyalty by using Celular phone provider. 120 respondents were selected as sample using convinience sampling method. Structural Equation Modeling (SEM) has been used to examine the hypotheses of this research. Findings indicate that all of the hypotheses are supported. In other words, Consumer Satisfaction and Trust influence the Consumer Loyalty both directly and indirectly through Swithcing Costs. These results are consistent with previous findings, and the same time, however, they reveal that Switching Costs does not fully mediate the influence of Consumer Satisfaction and Trust on Consumer Loyalty. PENDAHULUANPerkembangan dunia telekomunikasi seluler saat ini sangatlah pesat di Indonesia, hal ini dapat dilihat dari banyaknya pengguna layanan seluler di Indonesia, paling tidak di tahun 2009 saja pelanggan kartu seluler di Indonesia mencapai 117 juta dan jumlah operator seluler yang ada di Indonesia kini sudah mencapai 10 operator, dimana masing-masing operator seluler tersebut bersaing secara bebas dalam pasar untuk mendapatkan pelanggan sebanyakbanyaknya. Dalam hal ini bukan saja berbicara bagaimana strategi memasuki pasar dan memperoleh pelanggan, tetapi hal yang juga penting adalah bagaimana mempertahankan
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