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KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA PENGARUHNYA TERHADAP LOYALITAS PELANGGAN KARTU AS TELKOMSEL DI KOTA MANADO | Pongoh | Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi

KUALITAS PELAYANAN, KUALITAS PRODUK DAN HARGA PENGARUHNYA TERHADAP LOYALITAS PELANGGAN KARTU AS TELKOMSEL DI KOTA MANADO

Melysa Elisabeth Pongoh

Abstract


Persaingan antar provider operator seluler dalam mempertahankan pelanggan dan menarik konsumen baru merupakan satu keuntungan bagi masyarakat. Sebagai usaha untuk mendapatkan konsumen yang loyal, maka provider seluler harus menyusun strategi yang lebih akurat, di antaranya adalah meningkatkan kualitas layanan dan kualitas produk serta strategi harga. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, kualitas produk dan harga terhadap loyalitas pelanggan kartu As Telkomsel di kota Manado. Populasi dalam penelitian ini adalah pengguna Kartu As Telkomsel di kota Manado. Teknik pengambilan sampel adalah menggunakan teknik accidental sampling, dan jumlah sampel yang di peroleh adalah 100 responden. Teknik analisis menggunakan regresi linear berganda. Hasil analisis secara simultan menunjukkan bahwa kualitas pelayanan, kualitas produk dan harga berpengaruh terhadap loyalitas pelanggan. Kualitas pelayanan dan kualitas produk secara parsial berpengaruh terhadap loyalitas pelanggan tetapi variabel harga tidak berpengaruh.

Kata kunci: kualitas pelayanan, kualitas produk, harga, loyalitas pelanggan


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DOI: https://doi.org/10.35794/emba.1.4.2013.2576

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