Pengaruh Switching Cost, Persepsi Kualitas Pelayanan, dan Kepuasan pada Loyalitas Konsumen Telekomunikasi Seluler di Yogyakarta
AKBAR NOVIARIE S. (Pembimbing: Sari Winahjoe S., Dra., M.B.A.), Sari Winahjoe S., Dra., M.B.A.
Meningkatnya persaingan pada industri telekomunikasi seluler membuat konsumen menuntut lebih. Syarat utama dalam mempertahankan pelanggan yaitu dengan merengkuh loyalitas mereka. Penelitian ini bertujuan untuk menganalisis pengaruh switching cost, persepsi kualitas pelayanan, dan kepuasan konsumen pada loyalitas konsumen telekomunikasi seluler. Sebanyak 200 pengguna layanan GSM telah dipilih sebagai responden di Yogyakarta. Data dianalisis menggunakan analisis regresi. Hasil yang diperoleh menunjukkan bahwa switching cost, persepsi kualitas pelayanan, dan kepuasan konsumen berpengaruh positif pada loyalitas konsumen. Kepuasan konsumen terbukti merupakan alat prediksi terbaik bagi loyalitas konsumen.
As the current market place becomes more competitive, consumers tend to become more and more demanding. With the increasing competition in cellular services, the consumers are demanding more. The main condition for protecting the subscriber base is to win customer loyalty. This study attempts to examine the effect of switching cost, service quality and customer satisfaction on customer loyalty in the mobile telecommunication services. As many as 200 users of GSM services were surveyed in Yogyakarta. The data was analyzed by regression analysis. The study shows that the switching cost, service quality and customer satisfaction have positive association with customer loyalty. However, the customer satisfaction was found to be the best predictor of customer loyalty.
Kata Kunci : switching cost, service quality, customer satisfaction, customer loyalty, persepsi kualitas pelayanan, kepuasan, loyalitas konsumen.
