Kepuasan Konsumen, Biaya Berpindah, Persepsi Harga, dan Citra Perusahaan Terhadap Loyalitas Konsumen Pada Penyedia Jasa Internet Telkom Speedy

Hanif Aulawi

Hanif Aulawi

Abstract

Abstrak: Latar belakang penelitian ini berfokus pada kepuasan konsumen, biaya berpindah, persepsi harga, dan citra perusahaan yang dapat menjaga loyalitas konsumen pada penyedia jasa internet telkom Speedy. Tujuan dari penelitian ini adalah mengidentifikasi pengaruh kepuasan konsumen, biaya berpindah, persepsi harga, dan citra perusahaan terhadap loyalitas konsumen pada penyedia jasa internet telkom Speedy. Disain pada penelitian ini adalah uji hipotesis yang akan menjelaskan keseluruhan hipotesis. Metode yang digunakan adalah regresi berganda antara variable bebas dengan variable terikat. Analisa data pada penelitian ini diperoleh dengan cara menyebarkan kuesioner kepada 150 responden mahasiswa Universitas Trisakti, Jakarta. Dari 150 data yang dikumpulkan terdapat 140 data yang bisa digunakan untuk analisa regresi berganda. Hasil akhir pada penelitian ini terdapat akibat yang signifikan antara kepuasan konsumen, biaya berpindah, persepsi harga, dan citra perusahaan terhadap loyalitas konsumen pada penyedia jasa internet telkom Speedy.

Kata kunci : Biaya berpindah, citra perusahaan, kepuasan konsumen, loyalitas konsumen, persepsi harga.

Abstract: The background of this research was focused on customer satisfaction, switching cost, price perception, and corporate image in order to maintanance customer loyalty in internet service provider Telkom Speedy. The objectives of this research were to identify the effect of customer satisfactin, switching cost, and corporate image on customer loyalty in ternet service provider Telkom Speedy. The design of this research applies hypothesis testing to examine all hypothesis in this study. The metode use in this study were multiple regression between independence variable and dependent variable. Data analysis use in this research was collect by distributing questionnaires which were distributed on 150 respondend in Trisakti university, Jakarta. There were 150 responses of which 140 complete and usable for analized by multiple regression. This result of this research concludes that there is significant effect between customer satisfaction, switching cost, price perception, and corporate image on customer loyalty in internet service provider Telkom Speedy.

Keywords: Corporate image, customer loyalty, customer satisfaction, , price perception, switching cost.

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