Pengaruh Perceived Service Quality, Corporate Image, dan Trust Terhadap Customer Loyalty Pada Pengguna Layanan Akses Internet : Kasus Pada Indihome PT Telekomunikasi Indonesia Witel Area Surabaya Selatan

Alifah, Riefka Nurul (2021) Pengaruh Perceived Service Quality, Corporate Image, dan Trust Terhadap Customer Loyalty Pada Pengguna Layanan Akses Internet : Kasus Pada Indihome PT Telekomunikasi Indonesia Witel Area Surabaya Selatan. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Nama produk Indihome sudah tidak asing lagi didengar, produk yang diciptakan Telkom ini menjadi provider dengan konsumen terbanyak. Meningkatnya pengguna layanan Indihome tidak menutup kemungkinan akan adanya keluhan dari konsumennya. Oleh karena itu, Penelitian ini bertujuan untuk mengetahui pengaruh perceived service quality, corporate image, dan trust terhadap loyalitas konsumen pada pengguna layanan akses internet Indihome di wilayah area Kota Surabaya Selatan. Dalam penelitian ini telah disebar kuesioner sebanyak 208 responden yang dianalisis menggunakan metode Structure Equation Modelling (SEM) dan Framework Balance Scorecard (BSC). Hasil penelitian ini membuktikan bahwa perceived service quality berpengaruh secara positif terhadap corporate image yang mana jika kualitas layanan baik dan sesuai keinginan pelanggan maka citra perusahaan akan semakin baik pula. Selanjutnya perceived service quality yang berpengaruh positif terhadap kepercayaan dimana konsumen yang percaya pada perusahaan akan menyukai perusahaan karena adanya jaminan kualitas. Corporate image dan customer loyalty berpengaruh positif yang berakibat pada customer loyalty index. Kepercayaan berpengaruh signifikan terhadap customer loyalty yang berdampak pada loyalitas jangka Panjang apabila pelanggan memiliki tingkat kepercayaan yang tinggi. Hasil tersebut dapat memberikan implikasi manajerial pada provider Indihome PT Telekomunikasi Indonesia terutama pada WITEL area Surabaya Selatan. ==================================================================================================== The name of the Indihome is no stronger to the product created by Telkom as the provider with the most consumers. The increase in Indihome service users does not rule out the possibility of complaints from consumer. Therefore, this study aims to determine the effect of perceived service quality, corporate image, and trust towards customer loyalty to Indihome internet access service users in the area of South Surabaya City. In this study, 208 respondents were distributed questionnaires which were analyzed using Structural Equation Modelling (SEM) and Framework Balance Scorecard (BSC) method. This result of this study prove that perceived service quality has a positive effect on corporate image which is if the service quality is good and according to customer desires, the company image will be better too. Furthermore, perceived service quality has a positive effect on trust where customer who believe in the company will like the company because of the quality assurance. Corporate image and customer loyalty have a positive effect which result in the customer loyalty index. Trust has a significance effect on customer loyalty which has an impact on long-term loyalty if the customer has a high level of trust. These result can have managerial implications for the Indihome provider PT Telekomunikasi Indonesia, especially in the witel area of South Surabaya.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Customer Loyalty, Perceived Service Quality, Corporate Image, Trust, Telkom South Surabaya Area
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Riefka Nurul Alifah
Date Deposited: 30 Jul 2021 05:50
Last Modified: 30 Jul 2021 05:50
URI: https://repository.its.ac.id/id/eprint/84596

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