Pengaruh Service Quality, Kualitas Produk, Dan Harga Terhadap Kepuasan Konsumen Produk Indihome

Syarif Abdullah, Putu Nina Madiawati

Abstract

Abstrak
Indihome merupakan salah satu produk layanan dari PT. Telekomunikasi Indonesia yang berupa paket
layanan komunikasi dan data seperti telepon rumah, internet, dan layanan televisi. Pada tahun 2019 sampai dengan
2020 yang mengalami banyak keluhan dari para kosumen khusnya di indikator service quality.
Penelitian ini merupaan jenis penelitian deskriptif kuantitatif dengan menggunakan teknik non- probability
jenis purposive sampling dengan total responden sebanyak 100 orang. teknik analisis data yang digunakan adalah
teknik analisis deskriptif dan teknik analisis regresi linier berganda dengan bantuan program SPSS IBM versi 20.
Berdasarkan hasil analisis deskriptif, variabel independen yaitu service quality masuk kedalam kategori baik
dengan nilai persentase sebesar 74,54%, variabel kualitas produk masuk kedalam kategori baik dengan nilai
persentase sebesar 73,3%, dan variabel harga masuk kedalam kategori baik dengan nilai persentase sebesar 74,2%.
sedangkan untuk variabel dependen yaitu kepuasan konsumen masuk kedalam kategori Baik dengan nilai
persentase 71,23%. Secara simultan, variabel service qualitiy, kualitas produk dan harga terhadap kepuasan
konsumen berpengaruh secaa siginifikan dengan nilai koefisien determinasi sebesar 84%. Sedangkan sisanya 16%
dipengaruhi oleh variabel-variabel yang tidak diteliti dalam penelitian ini.
Maka dapat disimpulkan bahwa dalam penelitian ini, pengaruh sevice quality, kualitas produk, harga
terhadap kepuasan konsumen produk indihome sudah masuk kedalam kategori baik namun ada beberapa hal yang
perlu diperbaiki seperti pelayanan yang baik terhadap konsumen, jaringan internet, sistem pasca bayar dan
bagaimana perusahaan mempengaruhi konsumen untuk merekomendasi produknya kepada orang lain.
Kata Kunci: Service Quality, Kualitas Produk, Harga, Kepuasan Konsumen
Abstract
Indihome is one of the service products of PT. Telecommunications Indonesia in the form of communication
and data service packages such as landlines, internet, and television services. In 2019 to 2020 that experienced
many complaints from the commenter especially in the quality service indicator.
This research is a type of quantitative descriptive research using non-probability techniques purposive
sampling type with a total of 100 respondents. Data analysis techniques used are descriptive analysis techniques
and multiple linear regression analysis techniques with the help of IBM SPSS program version 20.
Based on the results of descriptive analysis, Independent variables namely Service Quality fall into a good
category with a percentage value of 74.54%, product quality variables fall into a good category with a percentage
value of 73.3%, and price variables fall into a good category with a percentage value of 74.2%. while for
dependent variables that is Consumer Satisfaction fall into the good category with a percentage value of 71.23%.
Simultaneously, Variable Service Qualitiy, Product Quality and Price to Consumer Satisfaction affect secaa
siginifikan with a coefficient of determination of 84%. while the remaining 16% were influenced by variables not
studied in this study.
So it can be concluded that in this study, the Influence of Sevice Quality, Product Quality, Price to Consumer
Satisfaction Of Indihome Products has been included in the good category but there are some things that need to
be improved such as good service to consumers, internet network, postpaid system and how the company affects
consumers to recommend their products to others.
Keywords: Service Quality, Product Quality, Price, Customer Satisfaction

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