Pengaruh kualitas layanan terhadap kepuasan pelanggan rumah tangga Telkom vision cable TV di Surabaya Barat

MARE, Yulio Aqua, Dr. B.M. Purwanto, MBA

2002 | Tesis | Magister Manajemen

Salah satu usaha PT Telekomunikasi Indonesia, Tbk. (Telkom) untuk tetap dapat bersaing di sektor telekomunikasi yaitu dengan meluncurkan produk-produk atau layanan baru yang inovatif seperti TELKOM VISION Cable TV yaitu layanan TV kabel multisaluran yang menyediakan 37 saluran terpilih baik lokal, regional, maupun internasional dalam satu paket layanan. Faktor kualitas layanan dan kepuasan pelanggan menj adi perhatian utama guna memenangkan persaingan pasar karena saat ini kedua faktor tersebut merupakan isu-isu sentral dalam dunia bisnis, baik produk maupun jasa khususnya bagi TELKOM VISION Cable TV. Penelitian ini bertujuan untuk mengukur pengaruh kualitas layanan terhadap kepuasan pelanggan rumah tangga TELKOM VISION Cable TV di Surabaya Barat. Kualitas layanan diukur melalui dimensi-dimensi yang meliputi: tangibles; reliability; responsiveness; assurance; dan empathy. Kepuasan pelanggan diukur melalui atribut-atribut yang meliputi: attributes related to the product; attributes related to the service; dan attributes related to thepurchase. Penelitian ini menggunakan 50 pelanggan sebagai sampel penelitian dari 148 pelanggan yang menjadi target penelitian. Sampel penelitian adalah sampel yang telah teridentifikasi (non-probability sampling) dengan teknik pengambilan sampel yang digunakan adalah convenience-sampling karena pelanggan rumah tangga TELKOM VISION Cable TV di Surabaya Barat memiliki karakteristik yang cenderung seragam (homogen) antara satu dengan yang lain, sehingga sampel dapat dipilih dengan bebas. Data primer yang dipakai dalam penelitian ini berasal dari hasil tanggapan 50 responden terhabap 73 butir pernyataan sebagai alat ukur yang andal dalam bentuk kuesioner dengan skala 1 sampai 7 (likert scale). Hasil tanggapan responden tentang kualitas layanan dan kepuasan yang diperolehnya setelah berlangganan TELKOM VISION Cable TV tersebut selanjutnya ditabulasikan dan dianalisis secara statistik dengan menggunakan program komputer SPSS Il.0for Windows untuk mengetahui had uji regresi dan hasil uji hipotesis melalui uji F dengan tingkat signifikan (a) sebesar 5%. Hasil penelitian menunjukkan bahwa kualitas layanan mempengaruhi secara signifikan kepuasan pelanggan rumah tangga TELKOM VISION Cable W di Surabaya Barat (F sig. = 0,000). Namun secara parsial hanya dimensi tangibles, responsiveness, empathy, dan assurance yang memiliki pengaruh signifikan terhadap kepuasan pelanggan (a = 0,05 dan 0,lO). Tangibles memiliki koefisien beta terbesar (0,306) sehingga merupakan dimensi yang dominan dalam mempengaruhi kepuasan pelanggan rumah tangga TELKOM VISION Cable TV di Surabaya Barat. Hal ini disebabkan TELKOM VISION Cable TV merupakan layanan yang berbasis teknologi serta termasuk dalam kategori tangible good with accompanying services. Adjusted R2 diperoleh sebesar 0,733, artinya tangibles, reliability, responsiveness, assurance, dan empathy secara bersama-sama mempengaruhi 73,3% kepuasan pelanggan, sementara sisanya 26,7% dipengaruhi oleh faktor-faktor lainnya.

One way for PT Telekomunikasi Indonesia, Tbk (Telkom) to maintain its competition in the telecommunication area is by launching new innovative products or services, for instance TELKOM VISION Cable TV, which is the service of multi-channel cable TV that provides 37 selected channel, both local, regional, and even international within one service package. The service quality and customer satisfaction become the main concern in order to win the market competition, since both factors have become central issues within the business environment either for goods or services, especially toward TELKOM VISION Cable TV. In relation with those aspects, this research is aiming to measure the influence of service quality toward household customer satisfaction of TELKOM VISION Cable TV within the area of West Surabaya. The service quality is measured through several dimensions, which are: tangibles; reliability; responsiveness; assurance; and empathy. While the customer satisfaction is measured by several attributes, which are: attributes related to the product; attributes related to the service; and attributes related to the purchase. This research used 50 customers as a research samples out of 148 customers that had been explored as a research target. The research sample is the sample that had been identified (non-probability sampling), and used convenience-sampling method as the technique to obtain the sample. The reason was because the household customers of TELKOM VISION Cable TV in West Surabaya have the tendency of homogenous characteristics ,among them, therefore the sample can be chosen randomly. The primary data that is being used in this research come from the response of 50 respondents/customers about 73 items of question as a reliable measurement tools in the form of questionnaire according to likert scale (seven point scale). The responses from customers about service quality and their satisfaction from being a customer of TELKOM VISION Cable TV then be tabulated and analyzed statistically using compu@r software SPSS 11 .O for Windows, in order to find out the results of regressiqn test and hypothesis test through F test with the significant level (a) of 5%. The research result shows the service quality has a significant influence toward the household customer satisfaction of TELKOM VISION Cable TV in West Surabaya (F sig. = 0.000). Yet, partially, only the tangibles, responsiveness, empathy, and assurance that brought significant influence toward customer satisfaction (a = 0.05 and 0.10). Tangibles have the biggest p (0.306), thus will become a dominant dimension in influencing household customer satisfaction of TELKOM VISION Cable TV in West Surabaya, because TELKOM VISION Cable TV provide service that highly based on the technology which is classified as tangible good with accompanying services. he research obtains the adjusted R2 as much as 0.733, which means that tangibles, reliability, responsiveness, assurance, and empathy, together in collaboration will influence 73.3% of customer satisfaction, while the rest of 26.7% will be influenced by the other factors.

Kata Kunci : Kualitas Layanan,Kepuasan Konsumen