TA DIGITAL
Analisis pengaruh kualitas layanan dan kepercayaan terhadap loyalitas pelanggan karty seluler Indosat IM3
Customers loyalty is an important asset for the existence of a company to stay in business global and be able to continue to survive in competition with competitors. Therefore a company needs to know what the factors influence to customers loyalty.
The main purpose of this final project is to identify the influence of product quality, service quality, and trust to customers loyalty and to find the most
dominant factors to customers loyalty.
The data were collected by questionnaire, interview, and literature studies.
The population of this study was students of business administration department, and the sampling technique in this research was non-probability sampling, the sampling method used was purposive sampling. The sample was intended only to individuals who had used the IM3 products. Data were collected through questionnaires to 84 respondents of IM3 products users in the Business Administration department.
The result of this study for regression analysis was the variables of product quality, service quality, trust had positive and significant effect to customers loyalty. It became the most dominant factor on customer loyalty because coefficient value was bigger than service quality and trust. The value of determination coefficient (R2) was 0,617, this meant that the 61,7% customers loyalty was influenced by product quality, service quality, and trust, and amounted to 38,3% was influenced by other factors which did not exist in this study.
The conclusion of this study was variables of the product quality, service quality, and trust had positive and significant effect to customers loyalty. The product quality had a major impact to customers loyalty.. Therefore the suggestion was to increase service quality of the company.
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