Text

PENGARUH PROMOSI, KUALITAS LAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PENGGUNA TELKOMSEL SIMPATI DI SURABAYA

---

The competition of telecommunication business industries which becomes more competitive and the exceeding expectation of the customers have encouraged the company to be more focus on the effort to sustain the existing customer. In this case, Telkomsel as the market leader in the mobile telephone sector is required to sustain the existing customers through the development of customer loyalty in order to maintain company business and profitability.This research is meant to find out the influence of promotion, service quality, and customer satisfaction to the loyalty. The research data has been obtained by issuing questionnaires which have been filled in by 100 respondents as the users of Telkomsel Simpati provider in Surabaya.The data analysis technique has been carried out by using multiple linear regressions. It has been found from the result of the t test that promotion variable (prm) has tcount 3.207 with its significant 0.002, service quality variable (kl) has tcount 0.185 with its significant 0.854 and customer satisfaction variable (kps) has tcount 4.678 with its significant 0.000. Therefore, it can be concluded that promotion and customer satisfaction has significant influence to the loyalty. Meanwhile, service quality does not have any significant influence to the loyalty. Based on the result of the analysis, the dominant influence can be found by using partial determination coefficient. The determination coefficient which generates large value is customer satisfaction 18.57% so the variable which gives dominant influence is customer satisfaction.

Keywords: promotion, service quality, customer satisfaction, loyalty

---

Ketersediaan

Tidak ada salinan data

Informasi Detil

Judul Seri

-

No. Panggil

AMM17/232 Yan p

Penerbit

: ., 2017

Deskripsi Fisik

-

Bahasa

ISBN/ISSN

-

Klasifikasi

AMM17/232

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subyek

-

Info Detil Spesifik

-

Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

Komentar

---

You must be logged in to post a comment