Analisis Customer Loyalty Pengguna Telkomsel di Grapari Ciputra Surabaya Menggunakan Mix Method

Pratiwi, Dea Sidhi (2021) Analisis Customer Loyalty Pengguna Telkomsel di Grapari Ciputra Surabaya Menggunakan Mix Method. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Strategi pemasaran yang tepat merupakan salah satu faktor yang memberikan kontribusi besar terhadap perkembangan suatu bisnis. Konsep dasar pemasaran yang umumnya berfokus pada transaction marketing, perlu memperhatikan konsep pemasaran lain yaitu relationship marketing yang berfokus menciptakan hubungan baik antara pelanggan dan perusahaan dengan tidak hanya berfokus pada penambahan pelanggan baru namun tetap menjaga hubungan dengan pelanggan lama. Pelanggan loyal inilah yang akan menjadi asset bagi perusahaan dalam jangka panjang. Graha Pari Surya Telkomsel merupakan kantor pelayan PT. Telkomsel yang biasa dikenal GraPARI Telkomsel. Berdasarkan pre survei menunjukan indikasi permasalahan di GraPARI Ciputra Surabaya, faktor yang cukup berpengaruh adalah loyalitas pelanggan. Penelitian ini akan menganalisis pengaruh kualitas pelayanan terhadap loyalitas pelanggan dari nilai kepuasan pelanggan yang datang di GraPARI Ciputra Surabaya menggunakan Mix Method. Metode ini merupakan gabungan data kuantitatif yang berasal dari analisis Partial Least Square (PLS) kemudian hasilnya di perkuat dengan data kualitatif hasil wawancara dan penelitian terdahulu. Hasil akhir penelitian ini diharapkan dapat mengetahui hubungan antara kualitas pelayanan, kepuasan pelanggan dan pelanggan yang loyal di GraPARI Ciputra Surabaya serta menerapkan strategi yang tepat guna menciptakan keseimbangan antara elemen yang diteliti. ===================================================================================================== The right marketing strategy is one of the factors that make a big contribution to the development of a business. The basic concept of marketing, which generally focuses on transaction marketing, needs to pay attention to other marketing concepts, namely relationship marketing, which focuses on creating good relationships between customers and companies by not only focusing on adding new customers but maintaining relationships with old customers. This loyal customer will be an asset for the company in the long term. Graha Pari Surya Telkomsel is a service office for PT. Telkomsel, commonly known as GraPARI Telkomsel. Based on the pre-survey showing indications of problems at GraPARI Ciputra Surabaya, the most influential factor is customer loyalty. This study will analyze the effect of service quality on customer loyalty from the value of customer satisfaction who comes to GraPARI Ciputra Surabaya using the Mix Method. This method is a combination of quantitative data derived from Partial Least Square (PLS) analysis, then the results are strengthened by qualitative data from interviews and previous research. The final result of this study is expected to determine the relationship between service quality, customer satisfaction and loyal customers at GraPARI Ciputra Surabaya and apply the right strategy to create a balance between the elements studied.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Mix Method, PLS, Kualitas Pelayanan, Kepuasan Pelanggan, Pelanggan Loyal Mix Method, PLS, Service Quality, Customer Satisfaction, Customers Loyalty
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 Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User: Dea Sidhi Pratiwi
Date Deposited: 30 Jul 2021 07:41
Last Modified: 30 Jul 2021 07:41
URI: https://repository.its.ac.id/id/eprint/84600

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