BERTOLAK DARI PENGALAMAN MENUJU KESETIAAN: KEPUASAN PELANGGAN SEBAGAI JEMBATAN PENGHUBUNG FAKTOR PADA INDUSTRI JARINGAN TELEKOMUNIKASI

Fendy Cuandra; Charles Tan; Edy Yulianto Putra; Lily Purwianti; Stefhani Susanto

doi:10.35906/equili.v14i2.2467

BERTOLAK DARI PENGALAMAN MENUJU KESETIAAN: KEPUASAN PELANGGAN SEBAGAI JEMBATAN PENGHUBUNG FAKTOR PADA INDUSTRI JARINGAN TELEKOMUNIKASI

Fendy Cuandra, Charles Tan, Edy Yulianto Putra, Lily Purwianti, Stefhani Susanto

Abstract

ABSTRAK

Perkembangan teknologi di Indonesia memaksakan perusahaan penyedia layanan internet untuk beradaptasi agar tetap kompetitif. Penelitian ini bertujuan untuk meneliti pengaruh dari faktor-faktor seperti kepercayaan, kualitas layanan, kualitas produk, pengalaman dan citra merek terhadap kesetian pelanggan dan kepuasan pelanggan sebagai mediasi. Data dikumpulkan melalui kuesioner yang diisi oleh 300 responden pengguna layanan internet di kota batam, dan dianalisis menggunakan metode Structural Equation Modeling (SEM) melalui program SmartPLS 3.0. Secara keseluruhan, studi ini menekan pentingnya kepuasan pelanggan dalam meningkatkan loyalitas pelanggan guna untuk memperkuat strategi dalam persaingan antar perusahaan.

ABSTRACT

The development of technology in Indonesia forces internet service provider companies to adapt to remain competitive. This study aims to examine the influence of factors such as trust, service quality, product quality, experience, and brand image on customer loyalty, with customer satisfaction as a mediating variable. Data was collected through a questionnaire filled out by 300 internet service users in Batam City and analyzed using the Structural Equation Modeling (SEM) method through the SmartPLS 3.0 program. Overall, this study emphasizes the importance of customer satisfaction in enhancing customer loyalty to strengthen strategies in the competition among companies.

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