International Journal of Business, Economics and Law, Vol. 23, Issue 1 (December) ISSN 2289-1552 2020 315 DOES SWITCHING BARRIERS MEDIATE THE INFLUENCE OF CUSTOMER TRUST TO CUSTOMER LOYALTY? Titis Shinta Dhewi Afwan Hariri Agus Prohimi Ita Prihatining Wilujeng Handri Dian Wahyudi ABSTRACT To be loyal to one of cellular operator brand was difficult. It happened because customer had lack of communication technology knowledge while their necessity of it was high. Customer trust had important role to influence customer loyalty. They could be loyal to one of cellular operator brand because they could not change it or even, they did not want it. This condition was called switching barriers. The aim of this research was to determine the relationship between switching barrier, customer trust and customer loyalty in cellular operator brands. The respondents of this study were students from several different university in East Java, Indonesia. 284 questionnaires collected and analyzed used SmartPLS 3.0. The result showed that switching barriers were able to mediated the influence of customer trust to customer loyalty. Keywords: Customer Trust, Switching Barriers, Customer Loyalty INTRODUCTION Cellular operators were one of the business sectors that had increasing turnover experienced during the Covid 19 pandemic. It happened due to increasing demand for communication technology. These kinds of companies should be able to maintain their customer loyalty in the midst of competition. Consumer trust was one of the things that contributes to customer loyalty. Several studies stated that consumers who were loyal to the product or brand did not mean that they believe in it. Sometimes they became loyal because they did not have any choices, otherwise some costumers kept using the brand because they want it (Jones et al., 2000). These situations were called switching barriers. SWITCHING BARRIERS According to Jones, et al (2000), switching barriers were various factors that make it difficult for consumers to move or there were many sacrifices that consumers had to pay when switching. Switching barrier plays a role in influencing consumers to stay with the current brand or provider even though consumers are actually forced to survive (have to stay). But there were times when consumers really want to stick with the current brand or provider (want to stay). Meanwhile, according to Ranaweera and Prabhu (2003) switching barriers was a consumer's assessment of the resources and opportunities needed to move brands or in other words, barriers to prevent brand changed Switching barriers were factors that complicated or imposed costs on consumers when switching to providers of other goods or services. Jones et al (2000) in their research found positive switching barriers and negative switching barriers. Julander (2003) distinguished the two from a theoretical and managerial point of view. Positive switching barriers are related to the desire of consumers to stay (wanting to be in relationships). Negative switching barriers illustrates that consumers must remain with the current product or service (having to be in a relationship). The difference is when consumers maintain their relationship with a product or service because of their perception that it is superior, then this is said to be positive reasons (positive switching barriers). However, if the consumer's reason for staying is because it is too expensive to leave or too expensive to move (costly), or if there are monopolistic practices, then this is said to be a negative reason (negative switching barriers). CUSTOMER TRUST Customer trust was defined as customer expectations that service providers can be trusted or relied upon in fulfilling their promises (Sirdeshmukh et al, 2002). According to Gefen et al (2002) consumer trust (customer trust) can be measured by the following indicators: a. Integrity How much confidence someone in the honesty of the company to maintain and fulfill the agreements that have been made to customers. b. Benevolence How much does someone trust the company to behave well to customers. Availability of companies to serve the interests of customers. c. Ability A person's belief in the company's ability to assist customers in doing what customers need.