Pengaruh Customer Perceived Value Terhadap Loyalitas Pelanggan Pengguna Telkom Speedy(Studi Pada Pelanggan Speedy Di Plasa Telkom Supratman Bandung Periode Desember Tahun 2013)

Eva Damayanti, Putu Nina Madiawati

Abstract

ABSTRACT The purpose of this study was to determine how much influence of the Customer Perceived Value on Telkom Speedy users customer loyalty at Plasa Telkom Supratman Bandung. The type and method of research used in this Final Project is descriptive and causal research. Descriptive research method to determine the state of each variable. While causal to prove a relationship between the independent and dependent variable. Population and sampling taken from 100 respondents who are customers at Plasa Telkom Speedy Supratman. The sampling technique used is incidental sampling. Results of studies using simple linear regression analysis showed that customer perceived value affect customer loyalty with the equation Y = 5.103 + 0.302 X, then the average customer loyalty is worth 5,103. While the regression coefficient b has the meaning that customer perceived value if the variable (X) increases by one unit, then the customer loyalty (Y) will increase by 0.302. After processing the data showed that correlation (r) is 0.727, which means there is a strong relationship between customers perceived value with customer loyalty. Contributions influence of customer perceived value on customer loyalty at 52.9% and the remaining 47.1% is influenced by other variables. Significance test t-test showed a significant influence between customers perceived value on customer loyalty at Plasa Telkom Speedy Supratman. ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh customer perceived value terhadap loyalitas pelanggan pengguna Telkom Speedy di Plasa Telkom Supratman Bandung Periode Desember 2013. Tahun 2013. Jenis dan metode penelitian yang digunakan adalah penelitian deskriptif & kausal. Metode penelitian deskriptif untuk mengetahui keadaan dari masing-masing variabel. Sementara itu kausal untuk membuktikan hubungan sebab akibat diantara variabel bebas dan terikat Populasi dan sampel yang digunakan dalam penelitian ini adalah pelanggan Telkom Speedy dengan jumlah sampel 100 responden. Teknik sampling yang digunakan adalah incidental sampling. Hasil penelitian menggunakan analisis regresi linier sederhana menunjukkan bahwa customer perceived value berpengaruh terhadap loyalitas pelanggan dengan persamaan Y=5,103+0,302X, maka rata-rata loyalitas pelanggan bernilai 5,103. Sedangkan koefisien regresi b memiliki arti bahwa jika variable X meningkat satu satuan, maka variable Y akan meningkat sebesar 0,302. Hasil korelasi didapat sebesar (r) 0,727 yang artinya terdapat hubungan yang kuat antara customer perceived value terhadap loyalitas pelanggan sebesar 52.9% dan sisanya 47,1% dipengaruhi oleh variable lainnya. Uji signifikansi uji-t menunjukkkan terdapat pengaruh hubungan yang signifikan antara cpv terhadaployalitas pelanggan dpeedy diPlasa Telkom SUpratman. Kata Kunci: Telkom Speedy, Customer Perceived Value, Loyalitas Pelanggan

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