Analisis Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan GSM di Kota Batam

Natalia, Vina Marselina (2020) Analisis Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan GSM di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini menganalisis faktor-faktor yang mempengaruhi loyalitas pelanggan GSM dengan mengambil objek penelitian adalah para pelanggan GSM di Kota Batam yang dikumpulkan dengan menggunakan metode purposive sampling. GSM (Global System for Mobile Communication) merupakan sebuah standar global untuk berkomunikasi secara digital. Penelitian ini mengambil sampel 300 responden yang terdaftar sebagai pelanggan GSM yaitu Telkomsel, XL Axiata, Indosat Ooredoo, 3 Tri, dan Smartfren dan diolah menggunakan alat analisis Partial Least Square (PLS). Permodelan yang dirumuskan pada penelitian ini bertujuan memberikan pemahaman yang kritis dalam konsep dan pengukuran loyalitas nasabah di industri jasa telekomunikasi bergerak khususnya GSM. Peneliti memasukkan unsur brand experience, service quality, satisfaction, dan trust, sebagai viabel independen, dan memiliki konsekuensi yang signifikan terhadap pembentukan loyalitas pelanggan. Hasil penelitian ini menunjukkan diantaranya bahwa brand experience dan service quality berpengaruh signifikan terhadap loyalty, service quality berpengaruh signifikan terhadap satisfaction, brand experience berpengaruh signifikan terhadap trust, service quality berpengaruh signifikan terhadap loyalty melalui satisfaction sebagai mediasi, dan satisfaction berpengaruh signifikan terhadap loyalty.Penelitian ini juga membuktikan brand experience berpengaruh tidak signifikan terhadap loyalty melalui trust sebagai mediasi, dan variabel trust berpengaruh tidak signifikan terhadap loyalty. Kesimpulan akhir penelitian loyalitas pelanggan dapat direkomendasikan sebagai masukan bagi pihak manajemen tentang pentingnya faktor-faktor pembentuk loyalitas pelanggan di sektor telekomunikasi. Peneliti menyakini bahwa pendekatan yang berkaitan dengan dimensi pengalaman merek (brand experience), kualitas pelayanan (service quality) dan kepuasan pelanggan (satisfaction) secara langsung. Brand experience juga dapat membantu manajer meningkatkan dan kepercayaan (trust) pelanggan, walaupun dalam penelitian ini variabel kepercayaan tidak terbukti mampu meningkatkan loyalitas. ********************************************************************** This study analyzes the factors that influence the loyalty of GSM customers by taking the object of research that is GSM customers in Batam which are collected using purposive sampling method. GSM (Global System for Mobile Telecommunication) is a global standard for digital communication. This study sampled 300 respondents who were registered as GSM customers, namely Telkomsel, XL Axiata, Indosat Ooredoo, 3 (Tri) and Smartfren that is then processed using a Partial Least Square (PLS) analysis tool. The modeling formulated in this study aims to provide a critical understanding of the concept and measurement of customer loyalty in the mobile telecommunications services industry, especially GSM. Researchers incorporate elements of brand experience, service quality, satisfaction, and trust as independent variables which have significant consequences on the formation of customer loyalty. The results of this study indicate that brand experience and service quality have a significant effect on loyalty, service quality has a significant effect on satisfaction, brand experience has a significant effect on trust, service quality has a significant effect on loyalty through satisfaction as mediation and satisfaction has a significant effect on loyalty. This study also proves that brand experience has no significant effect on loyalty through trust as mediation as well as trust variables having no significant effect on loyalty. The results of the customer loyalty study can be recommended as input for management about the importance of the factors forming customer loyalty in the telecommunications sector. The researcher believes that the approach is related to the dimensions of brand experience, service quality and direct customer satisfaction. Brand experience can also help managers increase and trust of customers, although in this study the trust variable is not proven to be able to increase loyalty.

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