PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK LAYANAN, DAN HARGA PRODUK LAYANAN TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP LOYALITAS PELANGGAN PRABAYAR TELKOMSEL

Abstract

Abstract. Cellular telecommunications industry in Indonesia is growing very
rapidly with marked by fierce competition among cellular service providers in
which it makes any business players in the mobile telecommunications industry
trying to maintain customers and get to reach new customers in order to ensure the
survival of the company. This research aimed to determine the effect of service
quality, product quality and product pricing to customer satisfaction of prepaid
Telkomsel products, which further acknowledge of customer satisfaction effect on
customer loyalty prepaid Telkomsel products. Data collected by the deployment
of 220 (two hundred and twenty) questionnaire in the area of Jakarta are selected
by random sampling. The data obtained were processed through modeling
Structural Equation Modeling (SEM) with the LISREL 8.7 applications and be
processed using SPSS with the result that the quality of service and product
quality give affected on customer satisfaction, product pricing does not affected
the customer satisfaction and customer satisfaction affected on loyalty customers.
The conclusion of this research is to increase customer satisfaction and loyalty,
the company should giving more attention to activities related to improving the
quality of service and product quality.
Keywords: service quality, product quality, product pricing, customer satisfaction
and customer loyalty.