Analisis Kepuasan Dan Loyalitas Pengguna IndiHome Kota Pasuruan Berdasarkan Service Quality Menggunakan Metode Structural Equation Modeling - Partial Least Square

Aqmarina, Nahda Zilfathi (2021) Analisis Kepuasan Dan Loyalitas Pengguna IndiHome Kota Pasuruan Berdasarkan Service Quality Menggunakan Metode Structural Equation Modeling - Partial Least Square. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

IndiHome merupakan produk dari PT Telekomunikasi Indonesia berupa akses internet. IndiHome memiliki sejumlah cabang yang menyebar hingga ke seluruh kota, salah satunya berada di Kota Pasuruan. IndiHome mengalami peningkatan jumlah pengguna dari tahun ke tahun. Demi menjaga dan mempertahankan konsumen untuk tetap berlangganan, IndiHome harus berbenah diri untuk meningkatkan kualitas pelayanannya. Karenanya, digunakan Importance Performance Analysis (IPA) untuk mengetahui prioritas perbaikan pada beberapa indikator-indikator yang membentuk service quality. Variabel kepuasan dan loyalitas tidak dapat diukur secara langsung melainkan diukur dengan beberapa indikator. Structural Equation Modeling Partial Least Square (SEM-PLS) digunakan untuk mengetahui kebenaran teori terkait hubungan kepuasan, loyalitas, dan service quality. Hasil penelitian menunjukan indikator-indikator yang membentuk service quality yang perlu diperbaiki terdapat di kuadran II diagram IPA (pelanggan mendapat peralatan dan produk IndiHome dengan baik, produk IndiHome yang diberikan sangat sesuai dengan produk yang diterima oleh pelanggan, dan petugas mampu memberikan penyelesaian terhadap setiap permasalahan yang dihadapi pelanggan). Hasil analisis SEM-PLS menghasilkan bahwa terdapat pengaruh langsung yang signifikan yaitu pengaruh service quality terhadap kepuasan pengguna dan kepuasan dengan loyalitas pengguna. Namun, terdapat pengaruh tidak langsung yang signifikan antara service quality terhadap loyalitas melalui variabel kepuasan sehingga terjadi efek partial mediation kepuasan sebagai variabel mediator pada model yang terbentuk.
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IndiHome is a product of PT Telekomunikasi Indonesia in the form of internet access. IndiHome has a number of branches that spread throughout the city, one of which is in Pasuruan City. IndiHome has increased the number of users from year to year. In order to maintain and keep consumers subscribed, IndiHome must improve itself to improve the quality of its services. Therefore, Importance Performance Analysis (IPA) is used to determine the priority of improvement on several indicators that make up service quality. The variables of satisfaction and loyalty cannot be measured directly but are measured by several indicators. Structural Equation Modeling Partial Least Square (SEM-PLS) is used to determine the truth of the theory related to the relationship of satisfaction, loyalty, and service quality. The results of the study show that the indicators that make up the service quality that need to be improved are in quadrant II of the IPA diagram (customers get IndiHome equipment and products well, the IndiHome products provided are very in line with the products received by customers, and officers are able to provide solutions to any problems faced by the customer). The results of the SEM-PLS analysis show that there is a significant direct effect, namely the effect of service quality on user satisfaction and satisfaction with user loyalty. However, there is a significant indirect effect between service quality on loyalty through the satisfaction variable so that there is a partial mediation effect on satisfaction as a mediator variable in the model that is formed.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Importance performance analysis, indihome, structural equation modeling - partial least square
Subjects:	H Social Sciences > HA Statistics > HA29 Theory and method of social science statistics
Divisions:	Faculty of Science and Data Analytics (SCIENTICS) > Statistics > 49201-(S1) Undergraduate Thesis
Depositing User:	Nahda Zilfathi Aqmarina
Date Deposited:	28 Sep 2021 08:05
Last Modified:	20 May 2024 07:45
URI:	http://repository.its.ac.id/id/eprint/92040

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