Determinan Loyalitas Pelanggan pada Operator Telepon Selular

Slamet Heri Winarno, Bryan Givan, Y. Yudhistira

Abstract


The Determinants of Customers' Loyalty in Celuler Phone Provider

For cellular network providers to create customer satisfaction and customer loyalty is very important and become the primary business objectives. The current competition is more on improving the quality of their products and competing with each other to enhance optimal service. This study aims to identify customer loyalty determination through product quality, switching cost, price perceived, and customer satisfaction. The subjects of this study are students of several universities using Indosat IM3 Ooredoo with the number of respondents 170 by using purposive sampling technique. Methods of data analysis using descriptive analysis and inferential analysis using SEM Path Analysis technique. The results showed that 18.1% customer satisfaction variable could be explained by variable switching cost and price perceived. Those variables have a positive impact on customer loyalty. On the other hand, 60.5% customer loyalty variables can explain by price perceived and customer satisfaction variables.

DOI: 10.15408/ess.v8i2.7586

 


Keywords


product quality; switching cost; price perceived; customer satisfaction; customer loyalty

Full Text:

PDF () PDF

References


Adi, R. P. (2013). Pengaruh Kualitas Produk dan Kewajaran Harga Terhadap Loyalitas dengan Kepuasan Konsumen Sebagai Variabel Intervening. Management Analysis Journal. Vol. 2(1): 110–115.

Afsar, B., Rehman, Z. U., Qureshi, J. A., & Shahjehan, A. (2010). Determinants of Customer Loyalty in The Banking Sector : The Case of Pakistan. African Journal of Business Management. Vol. 4(6): 1040–1047.

Akbar, M. M. (2009). Impact Of Service Quality, Trust, And Customer Satisfaction on Customer Loyalty. ABAC Journal. Vol. 29(1): 24–38.

Akbar, M. M., & Parvez, N. (2009). Impact Of Service Quality , Trust , and Customer Satisfaction on Customers Loyalty. ABAC Journal. Vol. 29(1): 24–38.

Angin, J. P. (2009). Studi Peningkatan Loyalitas Pelanggan Ritel (Studi Kasus Toko Amelina). (Tesis Tidak Dipublikasikan). Semarang: Universitas Diponegoro.

Atiyah, L. (2016). Product ’ S Quality And Its Impact On Customer Satisfaction. Proceeding of The 10th International Management Conference. Bucharest, Romania.

Cheng. (2008). The Driving Forces Of Customer Loyalty: A Study Of Internet Service Providers in Hong Kong. International Journal of E-Business Research. Vol. 4(4): 26–42.

Deng, Z., Lu, Y., Kee, K., & Zhang, J. (2010). Understanding Customer Satisfaction And Loyalty : An Empirical Study Of Mobile Instant Messages In China. International Journal of Information Management. Vol. 30(4): 289–300. doi: https://doi.org/10.1016/j.ijinfomgt.2009.10.001

Hidayat, R. (2009). Pengaruh Kualitas Layanan , Kualitas Produk dan Nilai Nasabah Terhadap Kepuasan dan Loyalitas Nasabah Bank Mandiri. Jurnal Manajemen Dan Kewirausahaan. Vol. 11(1): 59–72.

Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K. (2011). Study of The Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty. International Journal of Humanities and Social Science. Vol. 1(7): 253–260.

Kandampully, J., & Suhartanto, D. (2000). Customer Loyalty in The Hotel Industry: The Role of Customer Satisfaction and Image. International Journal of Contemporary Hospitality. Vol. 12 (6): 346-351. doi: https://doi.org/10. 1108/09596110010342559.

Khan, N. (2010). Future, Functional And Relational Value Influence On Commitment And Industry, Intention: The Case Of Banking. The Journal of International Social Research. Vol. 3(10): 376–391.

Kotler, P., & Armstrong, G. (2008). Prinsip-prinsip Pemasaran (Jilid 1). Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2009). Marketing Management (Second Ed). New Jersey: Pearson Education Inc.

Kuusik, A. (2011). Affecting Customer Loyalty: Do Different Factors Have Various Influences In Different Loyalty Levels? Working Paper No. 58-2007. The University of Tartu. doi: htps://doi.org/10.2139/ssrn.1025989.

Ningsih, S. M., & Segoro, W. The Influence of Customer Satisfaction, Switching Cost, and Trust in a Brand Customer Loyalty –The Survey on Student as im3 Users in Depok, Indonesia. Procedia Social and Behavioral Sciences. Vol. 143: 1015-1019. doi: https://doi.org/10.1016/j.sbspro.2014/07.546.

Oyeniyi, J. O., & Abiodun, J. A. (2009). Switching Cost and Customers Loyalty in The Mobile Phone Market: The Nigerian Experience. Business Intelligence Journal. Vol. 3(1): 111–121.

Pongoh, M. E. (2013). Kualitas Pelayanan, Kualitas Produk Dan Harga Pengaruhnya Terhadap Loyalitas Pelanggan Kartu As Telkomsel Di Kota Manado. Jurnal Emba. Vol. 1(4): 86–94.

Rangkuti, F. (2009). Measuring Customer Satisfaction: Gaining Customer Relationship Strategy.  Jakarta: PT. Gramedia Pustaka Utama.

Riscinto, K. A. (2008). The Effects Of Service Recovery Satisfaction On Customer Loyalty And Future Behavioral Intentions: An Exploratory Study In The Luxury Hotel Industry. (Unpublished Dissertation). Alabama: Auburn University.

Sirgya, M. J. (2008). Effect of Self-Congruity With Sponsorship on Brand Loyalty. Journal of Business Research. Vol. 61 (10): 1091–1097. doi: https://doi.org/10.1016/j.busres.2007.09.022.

Sugiyono. (2010). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, dan R&D). Bandung: Alfabeta.

Syarifuddin, D., & Winarno, S. H. (2011). Building Customer Value To Increase Number Of Tourits (Implementing Five Basic Concepts In Increasing Customer Value By Kotler). In International Seminar on Scientific Issues and Trends (ISSIT) (p. p C1-C7). Jakarta: LPPM BSI.

Tsai, M. T., Tsai, C. L., & Chang, H. C. (2010). The Effect of Customer Value, Customer Satisfaction, and Switching Costs on Customer Loyalty. Social Behavior and Personality. Vol. 38(6): 729–740. doi: https://doi.org/10.2224/sbp.2010.38.6.729

Wijayanti, A. (2008). Strategi Meningkatkan Loyalitas Melalui Kepuasan Pelanggan (Studi Kasus: Produk Kartu Seluler PraBayar Mentari Indosat Wilayah Semarang). (Tesis Tidak Dipublikasikan). Semarang: Universitas Diponegoro.

Winarno, S. H. (2010). Analisa Kepuasan Pelanggan Pengguna Produk Otomotif Toyota. Jurnal Perspektif. Vol. 8(2): 181–190.

Winarno, S. H. (2012). Analisa Strategi Promosi Produk Dalam New Wave Marketing. Jurnal Perspektif. Vol. 10(1): 53–64.




DOI: https://doi.org/10.15408/ess.v8i2.7586

Refbacks

  • There are currently no refbacks.




 

 

View My Stats

P-ISSN: 2087-2038 E-ISSN: 2461- 1182


This work is licensed under CC BY