PENGARUH PERCEIVED SERVICE QUALITY DAN SWITCHING COST TERHADAP CUSTOMER LOYALTY : Survei terhadap Pengguna Layanan IM3 Ooredoo di Indonesia

• Main Author: Dhia Annisa Hidayaturrakhma, - (Author)
• Format: Book
• Published: 2019-12-06.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/45953/1/S_MBS_1501479_Title.pdf; http://repository.upi.edu/45953/2/S_MBS_1501479_Chapter%201.pdf; http://repository.upi.edu/45953/3/S_MBS_1501479_Chapter%202.pdf; http://repository.upi.edu/45953/4/S_MBS_1501479_Chapter%203.pdf; http://repository.upi.edu/45953/5/S_MBS_1501479_Chapter%204.pdf; http://repository.upi.edu/45953/6/S_MBS_1501479_Chapter%205.pdf; http://repository.upi.edu/45953/7/S_MBS_1501479_Appendix.pdf
• Keywords: H Social Sciences (General); L Education (General)

Perkembangan komunikasi mengakibatkan pengguna perangkat seluler di Indonesia semakin meningkat. Hal ini menyebabkan industri penyedia layanan telekomunikasi menjadi sebuah kebutuhan utama di masyarakat, sehingga IM3 Ooredoo menghadapi persaingan yang kuat dalam mempertahankan loyalitas pelanggan. Solusi yang dapat dilakukan perusahaan adalah dengan meningkatkan kualitas layanan yang dipersepsikan serta nilai perpindahan untuk membentuk loyalitas pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh perceived service quality dan switching cost terhadap customer loyalty pada pengguna layanan IM3 Ooredoo. Jenis penelitian yang digunakan yaitu deskriptif verifikatif dan metode yang digunakan adalah explanatory survey denga teknik simple random sampling dengan ukuran sampel 150 responden. Teknik analisis data yang digunakan analisis regresi linier ganda dengan alat bantu software komputer SPSS 24.0. Hasil temuan dalam penelitian ini menunjukkan bahwa gambaran dalam perceived service quality dalam kategori cukup tinggi, gambaran switching cost dalam kategori cukup tinggi dan gambaran customer loyalty dalam kategori cukup tinggi, dan customer loyalty dipengaruhi oleh perceived service quality dan switching cost. Kata Kunci: Perceived Service Quality, Switching Cost, Customer Loyalty The development of communication has resulted in the increasing use of mobile devices in Indonesia. This causes the telecommunications service provider industry to become a major need in the community, so IM3 Ooredoo faces strong competition in maintaining customer loyalty. The right solution that companies can is to improve the perceived service quality and switching cost to form customer loyalty. This research is a descriptive verification research, using explanatory survey method by simple random sampling technique with 150 respondents and the data were analized by multiple regression analysis with the help of SPSS 24.0. The outcome of this study indicate that the concept of perceived service quality is fairly high category, the concept of switching cost is fairly high category, the concept of customer loyalty is fairly high category, and the customer loyalty is influenced by both perceived service quality and switching cost. Keyword: Perceived Service Quality, Switching Cost, Customer Loyalty