PENGUJIAN EFEK KUALITAS LAYANAN PADA LOYALITAS PELANGGAN KARTU TELKOMSEL SELAMA PANDEMI COVID-19
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Abstract
Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh antara kualitas layanan terhadap loyalitas pelanggan pada pelanggan kartu Telkomsel. Sampel dalam penelitian ini adalah mahasiswa Universitas Kristen Maranatha dengan jumlah 378 dari jumlah keseluruhan 5.781 mahasiswa. Teknik pengambilan sampel yang digunakan adalah metode stratified random sampling dengan menyebarkan kuesioner, dengan teknik analisis menggunakan model partial least square. Variabel bebas dari penelitian ini adalah kualitas jaringan (X1), layanan pelanggan (X2), kualitas informasi (X3), keamanan dan privasi (X4), serta variabel terikat adalah loyalitas sikap (Y1) dan loyalitas perilaku (Y2). Hasil penelitian ini menunjukkan bahwa kualitas layanan berpengaruh positif pada loyalitas sikap, sedangkan kualitas informasi dan keamanan dan privasi berpengaruh positif pada loyalitas sikap dan loyalitas perilaku.
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