PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN OPERATOR SELULER SMARTFREN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

Dwi Indra Saputro, . (2023) PENGARUH HARGA DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN OPERATOR SELULER SMARTFREN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The telecommunications industry plays a vital role in the overall economic growth by accelerating learning and economic development. The objective of this research is to determine the influence of price and service quality on customer satisfaction; the influence of price, service quality, and customer satisfaction on customer loyalty; the indirect influence of price and service quality on customer loyalty through customer satisfaction. The population in this study consists of Generation Z individuals residing in South Jakarta who have used the services of the Smartfren mobile operator. The sample used in this study comprises 100 respondents. The analysis technique employed is Partial Least Square (PLS) using SmartPLS 4 software. The research results indicate that price and service quality have a positive and significant impact on customer satisfaction; price has a positive but not significant effect on customer loyalty; service quality and customer satisfaction have a positive and significant impact on customer loyalty; price and service quality have a positive and significant indirect impact on customer loyalty through customer satisfaction.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111022] [Pembimbing: Lina Aryani] [Penguji 1: Suharyati] [Penguji 2: Yuliniar]
Uncontrolled Keywords: Price, Service Quality, Customer Satisfaction, Customer Loyalty
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Dwi Indra Saputro
Date Deposited: 20 Mar 2024 09:13
Last Modified: 20 Mar 2024 09:13
URI: http://repository.upnvj.ac.id/id/eprint/28862

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