Pengaruh Kualitas Layanan Internet Service Provider (isp) Terhadap Loyalitas Pelanggan Indihome Fiber Di Indonesia Berdasarkan Pola Penggunaan Internet Yang Berbeda

Widiya Gita Lestari, Indira Rachmawati

Abstract

Abstrak Kualitas layanan merupakan elemen penting bagi perusahaan untuk dapat bersaing dan bertahan dalam pasar yang kompetitif. Kualitas layanan dapat menjadi salah satu faktor pelanggan akan setia menggunakan layanan dari suatu perusahaan. Apabila suatu perusahaan mempunyai kualitas layanan yang buruk ditambah dengan banyaknya pilihan layanan yang tersedia dari perusahaan pesaing, maka akan menyebabkan pelanggan mudah untuk beralih kepada layanan internet dari perusahaan pesaing. Penelitian ini bertujuan untuk menguji Network Quality, Customer Service and Technical Support, Information Quality and Website Information, dan Security and Privacy terhadap Attitudinal Loyalty dan Behavioral Loyalty pengguna layanan IndiHome Fiber di Indonesia berdasarkan pola penggunaannya (Light, Medium, Heavy User). Penelitian ini menggunakan metode kuantitatif dengan data yang diperoleh melalui kuesioner yang disebarkan kepada 400 responden. Pengujian hipotesis penelitian ini dilakukan menggunakan analisis Structural Equation Modeling (SEM) menggunakan software AMOS GRAPHIC. Hasil penelitian menunjukkan bahwa Attitudinal Loyalty dan Behavioral Loyalty pengguna layanan IndiHome Fiber di Indonesia dipengaruhi oleh Customer Service and Technical Support, Information Quality and Website Information, dan Security and Privacy secara positif dan signifikan. Dari hasil penelitian ini, peneliti memberikan saran kepada PT. Telkom Indonesia (Persero) Tbk (Telkom) untuk meningkatkan kualitas layanan ISP sesuai dengan pola penggunaan pelanggannya serta dapat mendorong loyalitas pada medium user dan heavy user, dan mempertahankan loyalitas light user. Kata kunci: Attitudinal loyalty, Behavioral loyalty, Internet service provider, Kualitas layanan. Abstract Service quality is an important element for companies to be able to compete and survive in competitive markets. Service quality can be one of the factors customers will faithfully use the services of a company. If a company has poor service quality coupled with the many service options available from competing companies, it will make it easy for customers to switch to internet services from competing companies. This study aims to examine Network Quality, Customer Service and Technical Support, Information Quality and Website Information, and Security and Privacy towards Attitudinal Loyalty and Behavioral Loyalty of IndiHome Fiber service users in Indonesia based on their usage patterns (Light, Medium, Heavy User). This study uses quantitative methods with data obtained through questionnaires distributed to 400 respondents. ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.1 April 2019 | Page 388 Hypothesis testing of this research was carried out using Structural Equation Modeling (SEM) analysis using AMOS GRAPHIC software. The results showed that Attitudinal Loyalty and Behavioral Loyalty of IndiHome Fiber service users in Indonesia were influenced by Customer Service and Technical Support, Information Quality and Website Information, and Security and Privacy positively and significantly. From the results of this study, researchers give advice to PT. Telkom Indonesia (Persero) Tbk (Telkom) to improve the quality of ISP services according to the pattern of customer usage and can encourage loyalty to medium and heavy users, and maintain light user loyalty. Keywords: Attitudinal loyalty, Behavioral loyalty, Internet service provider, Quality of service.

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