Carnagie, Danish (2025) Pengembangan Model Kualitas Hubungan Pelanggan Untuk Rekomendasi Peningkatan Loyalitas Pengguna Layanan Digital Di Sektor Telekomunikasi Dengan Pls-Sem. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Latar Belakang: Industri telekomunikasi di Indonesia menghadapi tantangan dalam mempertahankan loyalitas pelanggan di tengah persaingan kualitas layanan dan pengaruh opini digital. Dalam kasus ini, kualitas hubungan pelanggan dan penyebaran opini positif melalui electronic word of mouth (e-WOM) menjadi elemen penting dalam strategi layanan digital yang masih perlu dieksplorasi. Permasalahan: Masih terbatasnya pemahaman mengenai bagaimana dimensi layanan digital memengaruhi loyalitas pelanggan, serta peran mediasi Perceived Customer Relationship Quality (PCRQ) dan e-WOM dalam memperkuat loyalitas.Tujuan: Penelitian ini mengembangkan model yang menganalisis pengaruh dimensi
fungsional (Information Quality, Ease of Navigation, Website Aesthetics, Channel Integration) dan dimensi personal (Perceived Rewards, Personalisation, Interpersonal Communication) terhadap Customer Loyalty, dengan mempertimbangkan mediasi dari PCRQ dan e-WOM. Data dan Metode: Survei dilakukan terhadap 205 pengguna layanan digital operator telekomunikasi di Indonesia. Kemudian, data dianalisis menggunakan pendekatan metode PLS�SEM dengan bantuan toools SmartPLS 4.0. Hasil: Ditemukan bahwa hubungan signifikan antara Functional Dimension → Customer Loyalty (β = 0.343; p = 0.006) dan Personal Dimension → PCRQ (β = 0.872; p = 0.000). Selain itu ditemukan bahwa PCRQ berpengaruh kuat terhadap e-WOM (β = 0.848; p = 0.000), dan e�WOM → Customer Loyalty berpengaruh signifikan (β = 0.349; p = 0.000). Jalur langsung PCRQ → Customer Loyalty tidak signifikan, namun pengaruh tidak langsung melalui e-WOM
(β = 0.296; p = 0.000) menunjukkan efek mediasi yang kuat..
Manfaat/Kontribusi: Model ini memperluas pemahaman tentang pengaruh kualitas hubungan dan layanan digital terhadap loyalitas pelanggan. Secara praktis, hasilnya memberikan
rekomendasi strategis bagi perusahaan telekomunikasi untuk mengoptimalkan personalisasi dan mendorong e-WOM positif sebagai sarana memperkuat loyalitas pelanggan.
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Background: The telecommunications industry in Indonesia faces challenges in maintaining customer loyalty amid price competition, increasing customer expectations, and the influence of digital opinion. In this context, the quality of customer relationships and the spread of positive reviews or opinions through electronic word of mouth (e-WOM) are important factors that have not been widely explored in the digital service strategies of telecommunications companies. Problem: Lack of understanding of how digital service dimensions affect customer loyalty, as well as the mediating role of Perceived Customer Relationship Quality (PCRQ) and e-WOM in increasing loyalty, so a model is needed that explains the direct and indirect paths of the relevant
variables. Objective: This study aims to develop a model that analyzes the influence of functional dimensions (Information Quality, Ease of Navigation, Website Aesthetics, Channel Integration) and personal dimensions (Perceived Rewards, Personalization, Interpersonal Communication) on customer loyalty, by considering the mediating role of Perceived Customer Relationship
Quality (PCRQ) and e-WOM. Data and Methods: The study was conducted with a quantitative approach through a survey
of 205 users of digital services of telecommunication operators in Indonesia. Data were analyzed using the Partial Least Squares – Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS 4.0 software. Results: The results show that the direct relationship between Functional Dimension → Customer Loyalty is significant (coefficient = 0.343; p = 0.006), and Personal Dimension → Background: The telecommunications industry in Indonesia faces challenges in maintaining customer loyalty amid price competition, increasing customer expectations, and the influence of digital opinion. In this context, the quality of customer relationships and the spread of positive reviews or opinions through electronic word of mouth (e-WOM) are important factors that have not been widely explored in the digital service strategies of telecommunications companies. Problem: Lack of understanding of how digital service dimensions affect customer loyalty, as well as the mediating role of Perceived Customer Relationship Quality (PCRQ) and e-WOM in increasing loyalty, so a model is needed that explains the direct and indirect paths of the relevant variables. Objective: This study aims to develop a model that analyzes the influence of functional dimensions (Information Quality, Ease of Navigation, Website Aesthetics, Channel Integration) and personal dimensions (Perceived Rewards, Personalization, Interpersonal Communication) on customer loyalty, by considering the mediating role of Perceived Customer Relationship Quality (PCRQ) and e-WOM. Data and Methods: The study was conducted with a quantitative approach through a survey of 205 users of digital services of telecommunication operators in Indonesia. Data were analyzed using the Partial Least Squares – Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS 4.0 software. Results: The results show that the direct relationship between Functional Dimension → Customer Loyalty is significant (coefficient = 0.343; p = 0.006), and Personal Dimension →
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Manajemen hubungan pelanggan, electronic word of mouth, loyalitas pelanggan, PLS-SEM, industri telekomunikasi, Customer relationship management, electronic word of mouth, customer loyalty, PLS-SEM, telecommunication industry. |
| Subjects: | T Technology > T Technology (General) T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5101 Telecommunication |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Danish Carnagie |
| Date Deposited: | 10 Jul 2025 06:49 |
| Last Modified: | 10 Jul 2025 07:19 |
| URI: | http://repository.its.ac.id/id/eprint/119467 |
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