Analisis terhadap faktor-faktor yang mempengaruhi loyalitas konsumen pada operator telepon selular

UTOMO, Priyanto Doyo, B.M. Purwanto, Dr.,MBA

2006 | Tesis | Magister Manajemen

Penelitian ini merupakan modifikasi dari penelitian yang dilakukan oleh Lee dan Cunningham (2001). Studi ini bertujuan untuk menguji pengaruh variabel bebas, antara lain kualitas jasa (service quality), biaya jasa (service costs), waktu jasa (service time), evaluasi kinerja jasa (evaluating service performance), pengetahuan spesifik penyedia jasa tentang konsumen (specific knowledge about individual customers), informasi biaya (information search cost), risiko persepsian (perceived risk), produk pengganti penyedia jasa (substitutability of the service provider), dan jangkauan geografis (geographic coverage) terhadap variabel terikat yaitu loyalitas jasa (service loyalty) pada pasar operator telepon selular. Responden penelitian ini adalah konsumen operator telepon selular. Metode pengambilan sampel yang digunakan adalah non probabilistic sampling, dan tehnik pengambilan sampel yang digunakan yaitu purposive sampling. Kuesioner yang didistribusikan yaitu sejumlah 120 kuesioner dan kemudian dianalisis. Pengujian model menggunakan metode regresi linier berganda, dengan menggunakan bantuan Software SPSS Release 10. Hasil pengujian model loyalitas konsumen pada industri operator telepon selular menunjukkan bahwa variabel kualitas jasa, biaya jasa, waktu jasa, pengetahuan spesifik penyedia jasa tentang konsumen, dan jangkauan geografis berbeda nyata (significant) terhadap loyalitas konsumen. Sedangkan variabel evaluasi kinerja jasa, informasi biaya, risiko persepsi, dan produk pengganti (substitute) tidak berbeda nyata (non significant) terhadap loyalitas jasa.

This research represents the modification from research conducted by Lee and Cunningham (2001). The purpose of this study is to test the influence of independent variables, such as service quality, service costs, service time, service performance evaluation, specific knowledge about individual customers, information search cost, perceived risk, substitutability of the service provider, and geographic coverage toward dependent variables which are service loyalty in cellular operator market. The respondents of this research are the costumer of cellular operator. This research used non-probabilistic sampling as the method of sample taking and purposive sampling as sampling technique. 120 questionnaires are being distributed and then analyzed by multiple linear regression method using SPSS software release 10. The result of costumers loyalty model examination in cellular operator market indicates that the variable of service quality, service costs, service time, specific knowledge about individual customer, and geographical coverage have significant influence towards consumer loyalty, while service performance, information search cost, perceived risk, and substitutability of the service provider variables do not have significant influence towards service loyalty.

Kata Kunci : Loyalitas Konsumen,Operator Telepon Selular,Kinerja Jasa,Evaluasi,Operator Telepon Selular,Loyalitas Konsumen, quality, costs, time, evaluating performance, specific knowledge, information search cost, perceived risk, substitute, geographic coverage, cost