ANALISA PENGARUH TARIF DAN KUALITAS TERHADAP VOLUNTARY CHURN PRODUK FLEXI TRENDY

Abstract

At twenty first century, telecommunication has being developed rapidly. It has been proven by technologies appearance in the telecommunication sector which facilitates people to communicate each to another. There are two kinds of wireless telecommunication service that has been known in Indonesia, Full Mobility telecommunication service or Mobile Wireless Access (MWA) and Limited Mobility or Fixed Wireless Access (FWA). While, the used technology are consist of GSM (Global System for Mobile Communication) and CDMA (Code Division Multiple Access). PT. TELKOM is the market leader in cellular telecommunication industries which is licensed by FWA with market share up to 60% from all the FWA market in Indonesia. One of the ways to keep customer numbers is by minimizing voluntary churn. Voluntary churn is discontinuance customer numbers using PT. TELKOM service by own request. PT. TELKOM has two licensed FWA products, Flexi Classy and Flexi Trendy. Customer numbers which are doing voluntary churn to Flexi Trendy larger than Flexi Classy. According to Mattison (2005, p.53) there are two primary factor causes voluntary churn, rate offering factor and quality offering factor. Therefore in this research, author tries to analyze rate offering and quality offering effect concerning voluntary churn for Flexi Trendy product. This research is using system dynamics as a tool to analyze the rate and quality offering effect concerning voluntary churn. From the research has been known that rate factor has greater influence and contribution than quality factor to voluntary churn occurrence. In addition to that phone rate to other phone operator factor has the greatest contribution than others factor. The best strategy according to churn produced level for each strategy is decreasing short message service rate from Flexi Trendy to others operator and decreasing phone rate of Flexi Trendy