Analisis faktor-faktor yang mempengaruhi loyalitas konsumen (Studi pada Pengguna ISP Telkom Speedy di Karanganyar)

Oleh :
Luhur Budi Wibowo - F0205103 - Fak. Ekonomi dan Bisnis

ABSTRAK Perkembangan teknologi yang saat ini sangat cepat adalah teknologi internet, yang sudah menjadi bagian tidak terpisahkan dengan kehidupan masyarakat. Pesatnya perkembangan internet di Indonesia dipicu oleh kebutuhan masyarakat Indonesia terhadap kemudahan memperoleh informasi melalui internet. Pertumbuhan yang pesat akan pengguna internet ternyata mendorong tumbuhnya penyedia jasa layanan internet. Dengan semakin banyaknya penyedia jasa layanan internet yang ada, tentunya juga membuat tingkat persaingan yang ketat dalam memfasilitasi pengguna internet antar penyedia jasa layanan internet. Para ISP tentunya harus mampu bersaing ketat dengan ISP lainnya untuk memenangkan persaingan dalam merebut hati pelanggan dan juga mempertahankannya. ISP-ISP tersebut perlu melakukan strategi agar pelanggan memiliki tingkat loyalitas yang tinggi terhadap produk mereka. Perumusan masalah dalam penelitian ini adalah bagaimana service quality berpengaruh terhadap customer satisfaction, customer satisfaction berpengaruh terhadap customer loyalty, service quality berpengaruh terhadap customer loyalty, switching cost berpengaruh terhadap customer loyalty, corporate image berpengaruh terhadap customer loyalty, service quality berpengaruh terhadap corporate image dan price perception berpengaruh terhadap brand customer loyalty. Penelitian ini bertujuan untuk menganalisis pengaruh service quality berpengaruh terhadap customer satisfaction, customer satisfaction berpengaruh terhadap customer loyalty, service quality berpengaruh terhadap customer loyalty, switching cost berpengaruh terhadap customer loyalty, corporate image berpengaruh terhadap customer loyalty, service quality berpengaruh terhadap corporate image dan price perception berpengaruh terhadap brand customer loyalty pada ISP Telkom Speedy. Sampel yang diambil adalah 200 responden pengguna ISP Telkom Speedy di Karanganyar yang telah berlangganan minimal 3 bulan. Sejalan dengan masalah dan tujuan tersebut hipotesis sebagai berikut service quality berpengaruh positif terhadap customer satisfaction, customer satisfaction berpengaruh positif terhadap customer loyalty, service quality berpengaruh positif terhadap customer loyalty, switching cost berpengaruh positif terhadap customer loyalty, corporate image berpengaruh positif terhadap customer loyalty, service quality berpengaruh positif terhadap corporate image dan price perception berpengaruh positif terhadap brand customer loyalty. Penelitian ini menggunakan metode Structural Equation Model (SEM) dengan program AMOS 4.01 yang digunakan untuk membuktikan kebenaran dari hipotesis. Berdasarkan hasil uji dengan menggunakan metode SEM, goodness-of-fit atas model yang diajukan menunjukkan hasil yang baik. Berikut adalah urutan hasil pengukuran model penelitian: 2 = 282,879; probabilitas = 0,075; RMSEA = 0,026; GFI = 0,910 ; AGFI = 0,873; CMIN/DF = 1,132; TLI = 0,982; CFI = 0,986.. Hasil pengujian hipotesis menunjukkan service quality berpengaruh positif terhadap customer satisfaction dengan CR sebesar 4,240, customer satisfaction berpengaruh positif terhadap customer loyalty dengan CR sebesar 3,124, service quality berpengaruh positif terhadap customer loyalty dengan CR sebesar 2,423, switching cost berpengaruh positif terhadap customer loyalty dengan CR sebesar 2,499, corporate image berpengaruh positif terhadap customer loyalty dengan CR sebesar 3,684, service quality berpengaruh positif terhadap corporate image dengan CR sebesar 2,391 dan price perception berpengaruh positif terhadap brand customer loyalty dengan CR sebesar 2,149. Berdasarkan hasil penelitian, saran yang dapat penulis berikan adalah disarankan pemasar mendesain strategi-strategi yang dapat membangun kelima variabel yang berpengaruh positif terhadap loyalitas konsumen sehingga loyalitas konsumen dapat terbentuk, meningkatkan pelayanan atau minimal Telkom Speedy dapat mempertahankan kualitas pelayanan dan kepuasan pelanggan yang sudah ada seperti pada saat ini, melakukan survey kualitas pelayanan dan kepuasan pelanggan dengan tenggat waktu yang teratur pada kualitas pelayanan yang diberikan Telkom Speedy, melakukan pengevaluasian secara intensif terhadap pelayanan yang tidak memuaskan dan ikut melibatkan konsumen lewat saran-sarannya dalam hal peningkatan kualitas pelayanan, perusahaan diharapkan mampu memberikan penjelasan dan informasi kepada konsumen mengenai harga yang dibayar oleh konsumen, sehingga konsumen merasa harga yang dibayar sesuai dan pantas dengan fasilitas dan pelayanan yang diberikan oleh pihak Telkom Speedy. Kata Kunci : service quality, customer satisfaction, customer loyalty, switching cost, corporate image, price perception ABSTRACT Current technological development is very fast internet technology, which has become an integral part of community life. The rapid development of Internet in Indonesia triggered by the needs of the people of Indonesia to the ease of obtaining information through the Internet. The rapid growth of Internet users apparently will encourage Internet service providers. With more and more Internet service providers that exist, of course, also makes the level of intense competition among Internet users in facilitating Internet provider. The ISP must be able to compete closely with other ISPs to win the competition in winning customers and also maintain it. ISPs will need to make the strategy so that customers have a high level of loyalty to their product. Formulation of the problem in this research is how the service quality influence on customer satisfaction, customer satisfaction influence on customer loyalty, service quality influence on customer loyalty, switching cost influence on customer loyalty, corporate image influence on customer loyalty, service quality influence on corporate image and price perception influence on customer loyalty. This study aims to analyze the influence of service quality influence on customer satisfaction, customer satisfaction influence on customer loyalty, service quality influence on customer loyalty, switching cost influence on customer loyalty, corporate image influence on customer loyalty, service quality influence on corporate image and price perception influence on customer loyalty in ISP Telkom Speedy. The samples taken were 200 respondents in the user's ISP Telkom Speedy Karanganyar who have subscribed to a minimum three months. Along with the problems and goals the following hypothetical service quality has positive influence on customer satisfaction, customer satisfaction has positive influence on customer loyalty, service quality has positive influence on customer loyalty, switching cost has positive influence on customer loyalty, corporate image positive influence on customer loyalty, service quality positive effect on corporate image and price perception has positive influence on customer brand loyalty. This study uses Structural Equation Model (SEM) with AMOS 4.01 program that is used to prove the truth of the hypothesis. Based on test results using SEM methods, goodness-of-fit of the model proposed shows good results. Here is the sequence of 2 = 282.879; probability =measurement results of the research model: 0.075, RMSEA = 0.026, GFI = .910, AGFI = 0.873; Cmin / DF = 1.132, TLI = .982, CFI = 0.986 . Hypothesis testing results indicate a positive influence on service quality customer satisfaction with the CR of 4.240, customer satisfaction has positive influence on customer loyalty with a CR of 3.124, service quality has positive influence on customer loyalty with a CR of 2.423, switching cost has positive influence on customer loyalty with a CR of 2.499, corporate image positive influence on customer loyalty with a CR of 3.684, positive effect on service quality corporate image with a CR of 2.391 and the price perception has positive influence on customer brand loyalty with a CR of 2.149. Based on the findings, some suggestions are the authors give is advised marketers to design strategies that can build a fifth variable which has positive influence on customer loyalty so that consumers can form loyalty, improve service, or at least Telkom Speedy can maintain service quality and satisfaction of existing customers such as at present, conducted a survey of service quality and customer satisfaction with regular deadlines on the quality of services provided Telkom Speedy, conduct an intensive evaluation of the services that are not satisfying and involving consumers follow through his advice in terms of improving service quality, the company is expected to provide explanations and information to consumers about the prices paid by consumers, so consumers feel the price paid appropriate and inappropriate with the facilities and services provided by Telkom Speedy. Keywords: service quality, customer satisfaction, customer loyalty, switching cost, corporate image, price perception