Building Customer Loyalty in Furniture SMEs: The Role of Trust, Customer Experience, and Switching Barriers

الملخص

In an era of increasingly fierce business competition, micro, small, and medium enterprises (MSMEs) are required to be able to maintain customer loyalty in order to survive and grow. To face this competition, MSMEs in the furniture industry need to pay attention to customer experience, build customer trust, and create effective switching barriers. This study aims to determine the effect of user experience and customer trust on customer loyalty with switching barriers as a mediating variable at UD Mebel Sumber Makmur Pasuruan. The research method used is quantitative with data collection techniques through the distribution of questionnaires to customers who have made purchases and interacted directly with the store. Data analysis techniques used Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results showed that customer trust and switching barriers influenced customer loyalty. User experience did not directly influence customer loyalty, but it did influence switching barriers, which in turn increased customer loyalty. These findings indicate that increasing customer trust and positive customer experience are important factors in maintaining the loyalty of furniture MSME customers.