ANALISIS PENGARUH KINERJA PRODUK, DAYA TAHAN PRODUK, PELAYANAN DAN ESTETIKA TERHADAP KEPUASAN PELANGGAN CDMA PRABAYAR MEREK TELKOM FLEXI ( Studi Pada Mahasiswa Undip Semarang )

Abstract

The present work activity is relatively increased, so as to expedite and facilitate the activities necessary facilities to support the work, the means of communication of mobile (mobile phone). In addition to these cell phones, the other related means is a phone card. Mobile phones and cards (Sim-card) is a means of communication that cannot be separated, because they support each other, one brand of cell phone card issued by PT. Telkom is a brand of Flexi. Although it was first released than other brands, but its market share is still below other brands. The low market share was allegedly caused by the low consumer satisfaction. Many factors can affect the low consumer satisfaction, such as performance product, durability product, service and aesthetics. Therefore, purpose of this study was to analyze the influence of performance product, durability product, services and aesthetic toward customer satisfaction. Population referred to in this study were students of UNDIP Semarang whom using Telkom Flexi Brand CDMA Prepaid, sample in this study is part of UNDIP Semarang students numbering 100 students. Type of data is primary. Methods of data collection used questionnaires. Analytical techniques used were previously tested by multiple regressions to test the validity and reliability testing test classic assumptions, The analysis shows that by using the regression: Performance product, Durability product, List of service and ethics have a positive and significant impact on customer satisfaction