ANALISIS SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION PADA PENGGUNA OPERATOR TELEKOMUNIKASI INDOSAT OOREDOO HUTCHISON (IOH)

Authors

Cesar Jeremiah Lonardy Universitas Pelita Harapan

DOI:

Keywords:

Indosat Ooredoo Hutchison (Ioh), Kualitas Layanan, Kepuasan Pelanggan, Loyalitas Pelanggan, Sem.

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh kualitas layanan terhadap loyalitas pelanggan melalui kepuasan pelanggan pada pengguna Indosat Ooredoo Hutchison (IOH) di Jakarta. Metode penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang disebarkan kepada 200 responden. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak AMOS versi 24.0. Hasil penelitian menunjukkan bahwa Layanan Pelanggan berpengaruh signifikan terhadap Kepuasan Pelanggan, sementara Jaringan dan Struktur Harga memiliki pengaruh langsung dan signifikan terhadap Loyalitas Pelanggan. Sebaliknya, Layanan Nilai Tambah dan Sistem Penagihan tidak menunjukkan pengaruh signifikan. Selain itu, Kepuasan Pelanggan tidak berpengaruh signifikan terhadap Loyalitas Pelanggan dalam konteks ini. Hasil penelitian ini menunjukkan bahwa aspek teknis layanan dan strategi harga lebih penting dalam membentuk loyalitas dibandingkan kepuasan umum. Studi ini memberikan wawasan praktis bagi penyedia layanan telekomunikasi dalam menyusun strategi layanan dan mempertahankan pelanggan.

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