Analisis Pengaruh Perceived Service Quality terhadap Customer Loyalty dengan Corporate Image, Trust, Perceived Switching Cost sebagai Variabel Mediasi pada  Pelanggan Speedy (Studi Kasus pada Telkom Speedy Solo)

Amiaty, Ricka Putri

Penelitian ini bertujuan untuk menganalisis dan mengetahui faktor-faktor yang mempengaruhi loyalitas pelanggan menggunakan Speedy sebagai provider akses internet. Faktor-faktor tersebut: perceived service quality, corporate image, trust, perceived switching cost dan customer loyalty. Populasi target dalam penelitian ini adalah Pelanggan Speedy yang telah berlangganan Speedy lebih dari 3 bulan di Solo. Jumlah sampel diambil berjumlah 150. Teknik yang digunakan dalam pengambilan sampel dalam penelitian ini adalah purposive sampling. Data dianalisis dengan menggunakan Structural Equation Modeling (SEM) dalam program AMOS versi 6.0. Kualitas data penelitian dapat diperoleh dengan melakukan uji validitas dan uji reliabilitas. Hal ini dimaksudkan untuk memastikan bahwa data yang terkumpul memenuhi kriteria kelayakan sehingga dapat diuji dengan alat statistik apapun. SEM merupakan metode statistik yang dipilih untuk memecahkan masalah yang dirumuskan dalam studi ini. Hasil penelitian ini mengindikasi adanya pengaruh positif antarvariabel yaitu: perceiver service quality terhadap customer loyalty, perceiver service quality terhadap trust, trust terhadap perceived switching cost, trust terhadap customer loyalty, corporate image terhadap customer loyalty, perceived service quality terhadap corporate image, perceived switching cost terhadap customer loyalty, dan perceived service quality terhadap perceived switching cost. Kata Kunci : Perceived service quality, Corporate image, Trust, Perceived switching cost dan Customer loyalty. The purpose of this research is to analyze and to find out the factors influencing customer loyalty on speedy as the provider of internet access. The factors are : perceived service quality, corporate image, trust, perceived switching cost and customer loyalty. The target population used in this research was the speedy customer subscribing Speedy more than three months in Solo. The sample taken was 150. The method used in this research to take the sample was purposive sampling. The data were analyzed by using Structural Equation Modeling (SEM) in the program of AMOS 6.0. version. The quality of the data were got by using validity test and reliability test. It aimed to prove that the collected data fulfiled the proper criteria of the data so that it can be tested by any statistic tools. SEM was the statistic method used to solve the formulated problem in this study. The result of this research indicated that there are positive influence among variables, such as; perceiver service quality on customer loyalty, perceiver service quality on trust, trust on perceived switching cost, trust on customer loyalty, corporate image on customer loyalty, perceived service quality on corporate image, perceived switching cost on customer loyalty, and perceived service quality on perceived switching cost. Key words : Perceived service quality, Corporate image, Trust, Perceived switching cost and Customer loyalty

Abstrak

Analisis Pengaruh Perceived Service Quality terhadap Customer Loyalty dengan Corporate Image, Trust, Perceived Switching Cost sebagai Variabel Mediasi pada Pelanggan Speedy (Studi Kasus pada Telkom Speedy Solo)