Pengaruh Kualitas Produk dan Harga terhadap Kepuasan Konsumen Yang Berdampak pada Loyalitas Pelanggan Pemakai Paket Data Internet Indosat Ooredoo (Studi Pada Mahasiswa Prodi Manajemen S-1 Universitas Pamulang)

Abstract

This study aims to determine the partial or simultaneous effect of product quality and price on consumer satisfaction and customer loyalty of Indosat Ooredoo internet data packages. the research method is associative with a quantitative approach. The population in this study were Indosat Ooredoo internet data package customers at Pamulang University students, with a sample of 128 respondents. data collection techniques by means of a questionnaire. The data analysis technique used instrument test, classical assumption test, path test, coefficient of determination, t-test and F-count test. The results showed (1) partially product quality had a positive and significant effect on consumer satisfaction, as evidenced by the value of t-count > t-table or (17.355 > 1.97897); (2) partially the price has a positive and significant effect on consumer satisfaction, as evidenced by the value of t-count > t-table or (13.971 > 1.97897); (3) partially product quality has a positive and significant effect on customer loyalty, as evidenced by the value of t-count > t-table or (16.459 > 1.97897); (4) partially the price has a positive and significant effect on loyalty as evidenced by the value of t-count > t-table or (11.314 > 1.97897); (5) partially customer satisfaction has a positive and significant effect on customer loyalty as evidenced by the value of t-count > t-table or (14.678 > 1.97897); (6) simultaneously product quality and price have a positive and significant effect on consumer satisfaction, as evidenced by the F-count > F-table or (199.981 > 3.92); (7) simultaneously product quality and price have a positive and significant effect on customer loyalty, as evidenced by the F-count > F-table or (149.418 > 3.92); (8) simultaneously product quality, price and customer satisfaction have a positive and significant effect on customer loyalty as evidenced by the F-count > F-table or (109.744 > 3.07); (9) indirectly through customer satisfaction, product quality on customer loyalty has no significant effect; and (10) indirectly through customer satisfaction, price on customer quality has no significant effect.

Pengaruh Harga, Word of Mouth dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan Telkomsel di Yogyakarta

“…Studi tentang loyalitas pelanggan mengalami perkembangan yang pesat sepanjang tahunnya. Loyalitas pelanggan sebagaimana diketahui merupakan variabel penting di dalam perusahaan yang harus dijaga (Ariyanto et al, 2022). Dengan memiliki pelanggan yang loyal perusahaan telah menghemat banyak biaya promosi (Laely, 2016).…”

“…Didalam menentukan sebuah harga produk atau jasa, produsen perlu mempertimbangkan daya beli konsumen agar nantinya konsumen tidak mempersepsikan barang tersebut harganya terlalu tinggi (Widodo & Kumala, 2019). Selain itu, harga yang ditawarkan juga sudah mewakili kualitas dari sebuah produk, sehingga produk yang ditawarkan benarbenar sesuai dengan kualitas yang ditawarkan (Ariyanto et al, 2022).…”

“…Semakin harga dipersepsikan positif dibenak pelanggan, pelanggan akan cenderung membeli ulang dan mengajak orang lain membeli produk tersebut. Hasil studi yang sama dihasilkan oleh Ariyanto et al, (2022); Laely (2016); Aissyah et al, (2022) yaitu menjelaskan persepsi positif terhadap harga yang telah ditentukan mendorong konsumen untuk melakukan pembelian ulang. Berdasarkan penelitian terdahulu, hipotesis dapat dirumuskan yaitu: H1: Harga berpengaruh positif terhadap loyalitas pelanggan…”

“…Dijelaskan lebih lanjut bahwa kepuasan yang meningkat yang dirasakan pelanggan, mampu meningkatkan kesetiaan pelanggan dan semakin kuat untuk merekomendasikan produk tersebut ke orang lain (Rabiqy, 2019). Pelanggan yang puas memiliki kencenderungan untuk menjalin kerjasama dengan perusahaan dalam hal ini bertransaksi kembali dikemudian hari (Gultom et al, 2020;Ariyanto et al, 2022). Berdasarkan studi sebelumnya yang telah diuraikan hipotesis yang diajukan yaitu: H3: kepuasan pelanggan berpengaruh positif terhadap loyalitas pelanggan…”

Customer Satisfaction and Repeat Business are impacted by Product Quality and Services

“…According to (Ariyanto, et, al., 2022) explained that Management is a typical process consisting of planning, organizing, mobilizing, and controlling actions to determine and achieve goals through the use of human resources and other resources.…”