Nowadays, technology has become a basic need of people?s life, so that every person or organization uses technology in various aspects of their life, including in helping their work. Human need for technology is also supported by rapid development of science and technology, therefore it is now called the technological era. For example with the need for lifting equipment to help human activities, especially in the industrial sector, which previously done by human labor, this has been done with the help of tools, commonly known as forklifts. The type of forklift that was invented for the first time was a hand truck. Forklifts are vehicles that have a function as a means of transport to move goods with a large load capacity. East Java is one of the important areas for industrial development in Indonesia. This study is aimed at analyzing the influence of the unit features dimensions (functions, usability, design, application, and price), corporate factors (customer support and corporate image), switching barriers, and customer satisfaction on customer loyalty to Komatsu Forklift customers at PT. Bina Pertiwi in the East Java area. The sample used in this study is based on data from 105 male and female respondents, domiciled in East Java, with an age limit of 18-60 years. Processing and analyzing data in this research is using SPSS as a software, where analysis statistical product and service solutions (SPSS) is using software 22.0 to process data. Next, tabulate the research results of the respondents, as well as test the research model using Simple Regression and Multiple Regression. The empirical findings indicate that the relationship functions have a significant effect on customer satisfaction with a regression coefficient of 0.212; usability has a significant effect on customer satisfaction with a regression coefficient of 0.236; applications have a significant effect on customer satisfaction with a regression coefficient of 0.262; customer support has a significant effect on customer satisfaction with a regression coefficient of 0.252; unit features have a significant effect on customer satisfaction with a regression coefficient of 0.538; corporate factors have a significant effect on customer satisfaction with a regression coefficient of 0.378; customer satisfaction has a significant effect on customer loyalty with a regression coefficient of 0.533; switching cost has a significant effect on customer loyalty with a regression coefficient of 0.298.

design

applications

Customer Satisfaction

Customer Loyalty

unit features

functions

usability

price

corporate factors

customer support

corporate image

switching barriers

forklift

material handling