Analisis Pengaruh Customer Satisfaction Untuk Peningkatan Customer Loyalty pada Perusahaan ISP di Indonesia Menggunakan Structural Equation Modeling

Najmanisaa, Rafmitha (2025) Analisis Pengaruh Customer Satisfaction Untuk Peningkatan Customer Loyalty pada Perusahaan ISP di Indonesia Menggunakan Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Latar Belakang: Dalam era transformasi digital, perusahaan Internet Service Provider (ISP), dalam konteks penyedia layanan operator telekomunikasi, memiliki peran penting dalam memperluas akses konektivitas dan layanan data. Meskipun ekspansi infrastruktur dan inovasi teknologi terus dilakukan, tantangan dalam mempertahankan keterikatan pelanggan tetap menjadi fokus utama di tengah persaingan yang semakin ketat dan meningkatnya ekspektasi terhadap pengalaman digital yang menyeluruh.
Permasalahan: Meskipun CRM telah banyak diterapkan oleh perusahaan ISP di Indonesia, efektivitasnya dalam meningkatkan kepuasan pelanggan dinilai belum optimal. Kurangnya pemahaman tentang pengaruh CRM terhadap kepuasan, serta minimnya kajian mengenai peran kepuasan sebagai mediator dalam hubungan CRM dan loyalitas, menjadikan hal ini penting untuk diteliti lebih lanjut. Minimnya kejelasan mengenai faktor-faktor CRM yang paling berpengaruh terhadap loyalitas melalui kepuasan juga menyulitkan penyusunan strategi yang tepat. Jika tidak ditangani, kondisi ini dapat menyebabkan hilangnya pelanggan potensial dan menurunnya daya saing perusahaan. Oleh karena itu, perlu diidentifikasi elemen CRM yang paling signifikan dalam membentuk kepuasan dan loyalitas, serta merumuskan strategi yang relevan dengan perkembangan era digital di industri ISP.
Tujuan: Penelitian ini bertujuan untuk mengembangkan model penelitian yang sebelumnya sudah ada untuk menganalisis hubungan kepuasan pelanggan dan loyalitas pelanggan dengan mempertimbangkan CRM sebagai pendekatan strategis. Penelitian ini juga memiliki tujuan untuk menganalisis peran customer satisfaction sebagai variabel mediasi dalam hubungan antara CRM dan customer loyalty, serta mengidentifikasi faktor-faktor utama yang berkontribusi pada kepuasan pelanggan dan dampaknya terhadap loyalitas pelanggan di perusahaan ISP di Indonesia. Selain itu, penelitian ini juga bertujuan untuk merumuskan rekomendasi strategis bagi perusahaan ISP di Indonesia dalam meningkatkan kepuasan dan loyalitas pelanggan melalui implementasi CRM yang efektif dan relevan dengan kebutuhan pelanggan di era digital.
Data dan Metode: Data dikumpulkan menggunakan kuesioner yang disebar secara online kepada pengguna provider Telkomsel, XL Axiata, Indosat Ooredoo, Tri, dan Smartfren. Data menggunakan instrumen berbasis skala Likert 5 poin dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM).
Hasil: Hasil menunjukkan bahwa persepsi kualitas hubungan pelanggan (PCRQ), yang dibentuk dari dimensi e-CRM, berpengaruh signifikan terhadap kepuasan pelanggan, dan kepuasan tersebut secara langsung mendorong peningkatan loyalitas pelanggan. Namun, peran kepuasan sebagai mediasi antara PCRQ dan loyalitas tidak signifikan.
Manfaat/Kontribusi: Penelitian ini memberikan kontribusi teoritis dengan memperkaya pemahaman tentang mekanisme hubungan antara CRM, kepuasan, dan loyalitas pelanggan dalam konteks digital, serta memperkuat kerangka konseptual berbasis PLS-SEM pada industri ISP di Indonesia.
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Background: In the era of digital transformation, Internet Service Providers (ISPs), in the context of telecommunications service providers, play an important role in expanding connectivity access and data services. Although infrastructure expansion and technological innovation continue to be carried out, the challenge of maintaining customer loyalty remains a major focus amid increasingly fierce competition and rising expectations for a comprehensive digital experience.
Problem Statement: Although CRM has been widely implemented by ISP companies in Indonesia, its effectiveness in improving customer satisfaction is considered suboptimal. The lack of understanding of the influence of CRM on satisfaction, as well as the lack of studies on the role of satisfaction as a mediator in the relationship between CRM and loyalty, makes this an important topic for further research. The lack of clarity regarding the CRM factors most influential on loyalty through satisfaction also complicates the formulation of appropriate strategies. If left unaddressed, this situation could lead to the loss of potential customers and a decline in the company's competitiveness. Therefore, it is necessary to identify the most significant CRM elements in shaping satisfaction and loyalty, as well as to formulate strategies relevant to the digital era's developments in the ISP industry.
Objective: This study aims to develop an existing research model to analyze the relationship between customer satisfaction and customer loyalty by considering CRM as a strategic approach. This study also aims to analyze the role of customer satisfaction as a mediating variable in the relationship between CRM and customer loyalty, as well as to identify the main factors that contribute to customer satisfaction and their impact on customer loyalty in ISP companies in Indonesia. Additionally, this study aims to formulate strategic recommendations for ISP companies in Indonesia to improve customer satisfaction and loyalty through the implementation of effective CRM that is relevant to customer needs in the digital era.
Data and Methods: Data was collected using an online questionnaire distributed to users of Telkomsel, XL Axiata, Indosat Ooredoo, Tri, and Smartfren. Data were collected using a 5-point Likert scale instrument and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
Results: The results indicate that perceived customer relationship quality (PCRQ), which is formed from the e-CRM dimension, significantly influences customer satisfaction, and this satisfaction directly drives increased customer loyalty. However, the role of satisfaction as a mediator between PCRQ and loyalty is not significant.
Benefits/Contributions: This study contributes theoretically by enriching the understanding of the mechanisms linking CRM, satisfaction, and customer loyalty in a digital context, and strengthens the PLS-SEM-based conceptual framework in the ISP industry in Indonesia.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Customer Relationship Management (CRM), Customer Relationship Management (CRM), Internet Service Provider (ISP), Internet Service Provider (ISP), Kepuasan, Loyalitas, Loyalty, PLS-SEM, PLS-SEM, Satisfaction
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions:	Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis
Depositing User:	Rafmitha Najmanisaa
Date Deposited:	25 Jul 2025 14:08
Last Modified:	25 Jul 2025 14:08
URI:	http://repository.its.ac.id/id/eprint/121710

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