Faktor yang Memengaruhi Repurchase Intention Klien B2B Perusahaan Telekomunikasi PT XYZ

Aden, Naomi Hurayah (2024) Faktor yang Memengaruhi Repurchase Intention Klien B2B Perusahaan Telekomunikasi PT XYZ. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032212128-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 March 2026. Download (2MB) | Request a copy

Abstract

Bisnis jasa layanan teknologi informasi, komunikasi dan telekomunikasi di Indonesia terus meningkat seiring dengan meningkatnya jumlah perusahaan penyedia jasa layanan telekomunikasi di Indonesia sejumlah 36.3% tahun 2021 berdasarkan laporan Badan Pusat Statistika (BPS), yang mengindikasikan semakin banyak kompetitor yang muncul menyasar industri tersebut. Terdapat penurunan market share layanan Data, Internet, Jasa Teknik Informatika dan layanan Telepon Tidak Bergerak pada kuartal ketiga 2023 dibandingkan dengan kuartal ketiga 2022 yang mengindikasikan terdapat penurunan repurchase intention klien yang beralih menggunakan layanan internet dan telepon lain, dan dapat berdampak pada posisi PT XYZ di pasar telekomunikasi. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan, kepercayaan pelanggan, kepuasan pelanggan, customer intimacy terhadap repurchase intention klien B2B Perusahaan Telekomunikasi PT XYZ, menggunakan metode Partial Least Squares - Structural Equation Modeling (PLS - SEM). Hasil penelitian menunjukkan bahwa besarnya pengaruh variabel kepuasan pelanggan yang mendapatkan pengaruh dalam kategori moderat sebesar 62.7% dari variabel kualitas layanan. Besar pengaruh variabel customer intimacy terhadap kepercayaan pelanggan dalam kategori moderat sebesar 64.9%. Besarnya pengaruh variabel kualitas layanan, kepuasan pelanggan, kepercayaan pelanggan, customer intimacy terhadap repurchase intention dalam kategori kuat sebesar 78.6%. Kepuasan pelanggan dan customer intimacy merupakan variabel yang berpengaruh signifikan terhadap repurchase intention. Kualitas layanan secara tidak langsung berpengaruh medium dan signifikan terhadap repurchase intention sebesar 0.339 melalui kepuasan pelanggan yang diidentifikasi sebagai mediasi penuh. Customer intimacy secara tidak langsung tidak berpengaruh terhadap repurchase intention melalui kepercayaan pelanggan yang diidentifikasi sebagai direct-only nonmediation. Implikasi manajerial berdasarkan hasil analisis penelitian, operasional bisnis, BCG Matrix, dan CP Matrix, yaitu manajemen perlu menerapkan market penetration dan mempertimbangkan berinvestasi pada product development, yakni dengan menawarkan promosi program customer loyalty yang lebih menarik, meningkatkan kualitas delivery dan assurance layanan, mengembangkan kapabilitas IT dan Customer Relationship Management (CRM), menyediakan pelatihan pengembangan keterampilan komunikasi interpersonal.
================================================================================================================================
The information technology, communication and telecommunication services business in Indonesia continues to increase along with the increase in the number of telecommunication service provider companies in Indonesia by 36.3% in 2021 based on the Central Statistics Agency (BPS) report, which indicates that more competitors are emerging to target the industry. There is a decrease in the market share of Data, Internet, Informatics Engineering Services and Non-Mobile Telephone services in the third quarter of 2023 compared to the third quarter of 2022 which indicates a decrease in the repurchase intention of clients who switch to using other internet and telephone services, and can have an impact on PT XYZ's position in the telecommunications market. This study aims to analyze the effect of service quality, customer trust, customer satisfaction, customer intimacy on the repurchase intention of B2B clients of PT XYZ Telecommunications Company, using the Partial Least Squares - Structural Equation Modeling (PLS - SEM) method. The results showed that the magnitude of the influence of customer satisfaction variables that get a moderate influence in the category of 62.7% of the service quality variable. The magnitude of the influence of customer intimacy variables on customer trust in the moderate category is 64.9%. The magnitude of the influence of service quality variables, customer satisfaction, customer trust, customer intimacy on repurchase intention in the strong category is 78.6%. Customer satisfaction and customer intimacy are variables that have a significant effect on repurchase intention. Service quality indirectly has a medium and significant effect on repurchase intention of 0.339 through customer satisfaction which is identified as full mediation. Customer intimacy indirectly has no effect on repurchase intention through customer trust which is identified as direct-only nonmediation. Managerial implications based on the results of research analysis, business operations, BCG Matrix, and CP Matrix, namely management needs to implement market penetration and consider investing in product development, namely by offering more attractive customer loyalty program promotions, improving the quality of service delivery and assurance, developing IT and Customer Relationship Management (CRM) capabilities, providing interpersonal communication skills development training.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Customer Intimacy, Business-to-Business (B2B), perusahaan telekomunikasi, PLS-SEM, Repurchase Intention.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	NAOMI HURAYAH ADEN
Date Deposited:	16 Feb 2024 08:37
Last Modified:	16 Feb 2024 08:37
URI:	http://repository.its.ac.id/id/eprint/107574

Actions (login required)

View Item