Pengaruh Perceived Quality Dan Brand Loyalty Terhadap Customer Loyalty Pada Operator Seluler Di Bandung

Alfyyah Rahmawati, Dinda Amanda Zuliestiana

Abstract

ABSTRAK Perkembangan industri operator seluler di Indonesia semakin berkembang dengan pesat. Tingginya pertumbuhan pengguna operator seluler membuat antar operator seluler saling bersaing, sehingga penting untuk memahami factor kesan kualitas dan loyalitas merek terhadap loyalitas pelanggan. Penelitian ini menyangkut pengaruh kesan kualitas dan loyalitas merek terhadap loyalitas pelanggan operator seluler di Bandung. Tujuan penelitian ini adalah menguji seberapa besar pengaruh kesan kualitas dan loyalitas merek terhadap loyalitas pelanggan operator seluler di Bandung. Metode yang digunakan dalam penelitian ini bersifat kuantitatif, dengan menyebarkan kuesioner kepada 400 responden. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling dengan jenis convenience sampling. Data diolah menggunakan SPSS versi 21 untuk sistem operasi Windows dan menggunakan metode analisis jalur (path analysis). Berdasarkan hasil penelitian menunjukkan bahwa perceived quality dan brand loyalty secara simultan berpengaruh terhadap customer loyalty. Hal ini berarti bahwa perceived quality dan brand loyalty memiliki pengaruh terhadap customer loyalty pada operator seluler di Bandung. Nilai dari merek operator seluler yang dipasarkan sudah menciptakan nilai yang positif bagi pelanggan sehingga pelanggan merasa puas dalam menggunakan produk yang berujung pada terciptanya loyalitas pelanggan. Kata kunci : Kesan Kualitas, Loyalitas Merek, Loyalitas Pelanggan, Operator Seluler. ABSTRACT The development of the celullar operator industry in Indonesia is growing rapidly. The high growth of users of celullar operators makes it possible for celullar operators to compete with each other, so it is important to understand the impression factors of perceived quality and brand loyalty towards customer loyalty. This research concern the effect of perceived quality and brand loyalty towards customer loyalty of celullar operators in Bandung. The purpose of this research was examine how much influence perceived quality and brand loyalty towards customer loyalty of celullar operators in Bandung. The method used in this research are quantitative, by distributing questionnaires to 400 respondents. The sampling technique used are nonprobability sampling with the type of convenience sampling. Data was processed using SPSS version 21 for Windows operating system and uses the path analysis method. Based on result of the study indicate that perceived quality and brand loyalty simutaneously influence customer loyalty. This means that perceived quality and brand loyalty have an influence on customer loyalty of celullar operators in Bandung. The value of the marketed cellular operator brand has created positive value for the customer so that the customer feels satisfied in using the product that leads to the creation of customer loyalty. Keywords : Perceived Quality, Brand Loyalty, Customer Loyalty, Cellular Operators.

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