Customer loyalty pada industri penyedia layanan internet seluler di Jakarta: Customer satisfaction sebagai mediasi
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Abstract
The purpose of this study was to see the effect of service quality and perceived value on customer satisfaction and its effect on customer loyalty in internet service providers in Jakarta. This study used a questionnaire, with sampling using the non-probability sampling method and data processing using the Structural Equation Modeling (SEM) method using the Smart-PLS program. The amount of data used in this study was 200 respondents in Jakarta from September 2022 to November 2022. The results showed that service quality and perceived value have a positive and significant influence on customer satisfaction and customer loyalty, customer satisfaction has a positive influence and is significant to customer loyalty, as well as mediating customer satisfaction the effect of service quality and perceived value on customer loyalty.
Tujuan dari penelitian ini adalah untuk melihat pengaruh service quality dan perceived value terhadap kepuasan pelanggan serta pengaruhnya terhadap loyalitas pelanggan pada internet service provider di Jakarta. Penelitian ini menggunakan kuesioner, dengan pengambilan sampel menggunakan metode non-probability sampling dan dalam pengolahan datanya menggunakan metode Structural Equation Modeling (SEM) dengan menggunakan program SmartPLS. Jumlah data yang digunakan dalam penelitian ini adalah 200 responden di Jakarta pada bulan September 2022 sampai November 2022. Hasil penelitian menunjukkan bahwa service quality dan perceived value berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan loyalitas pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, serta kepuasan pelanggan dapat memediasi antara service quality dan perceived value terhadap loyalitas pelanggan.
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