ANALISIS EFISIENSI PROVIDER KARTU GSM PRABAYAR BERDASARKAN KEPUASAN DAN LOYALITAS PELANGGAN DENGAN METODE DATA ENVELOPMENT ANALYSIS

Pujiyatmoko, Erwin and Puspitasari, Diana (2013) ANALISIS EFISIENSI PROVIDER KARTU GSM PRABAYAR BERDASARKAN KEPUASAN DAN LOYALITAS PELANGGAN DENGAN METODE DATA ENVELOPMENT ANALYSIS. Undergraduate thesis, Diponegoro University.

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Abstract

Abstrak Seiring dengan perkembangan ekonomi di Indonesia, industri-industri dan perusahaan baru banyak bermunculan, di antaranya adalah industri di bidang telekomunikasi terutama telekomunikasi seluler. Indonesia menempati posisi ke-lima pengguna seluler terbanyak di dunia dengan 236,8 juta pengguna. Posisi ini menggambarkan bahwa Indonesia memiliki pasar potensial yang tinggi dalam bidang telekomunikasi, sehingga banyak perusahaan operator telepon seluler yang didirikan di Indonesia. Direktur Jaringan XL Axiata mengungkapkan bahwa operator GSM prabayar di Indonesia mendominasi 95% pasar seluler. Hasil survey TOP Brand Award selama tiga tahun dari tahun 2010 sampai tahun 2012 pada pelanggan kartu GSM prabayar pun menunjukkan bahwa provider GSM prabayar di Indonesia memiliki persaingan yang ketat, sehingga dapat diindikasikan bahwa konsumen memiliki pilihan yang banyak dalam memenuhi kebutuhan untuk berkomunikasi. Semakin banyak dan beragam provider kartu GSM prabayar yang di tawarkan, maka akan menuntut operator-operator telekomunikasi lainnya untuk terus-menerus memberikan produk dan layanan yang berkualitas untuk meningkatkan kepuasan dan loyalitas pelanggan.Sehingga pengukuran efisiensi kepuasan dan loyalitas pelanggan dinilai sangat penting bagi keberlangsungan sebuah provider GSM prabayar di tengah ketatnya persaingan. Berdasarkan perhitungan dengan Metode Data Envelopment Analysis, diketahui bahwa provider Kartu As merupakan provider yang memiliki nilai mean pure efficiency score dan overall efficiency score tertinggi. Sedangkan provider IM3 merupakan provider yang memiliki nilai mean pure efficiency score dan overall efficiency score terendah. Melalui penelitian ini telah diperoleh usulan perbaikan yang sekiranya dapat diterapkan oleh masing-masing provider dengan meninjau hasil penilaian pelanggan. Abstract Along with the development of Indonesia's economy, industries and many new companies have grown up, among which is the industry in the field of telecommunications, especially mobile telecommunications. Indonesia ranks fifth in the world of mobile users with 236.8 million users. This position illustrates that Indonesia has a high potential market in telecommunications, so many mobile phone companies incorporated in Indonesia. Network Director of XL Axiata reveals that prepaid GSM operator in Indonesia dominate 95% of the cellular market. The survey results of TOP Brand Award for three years from 2010 until 2012 on GSM prepaid card customers also showed that the prepaid GSM provider in Indonesia has stiff competition, so it can be indicated that consumers have many options to meet the needs to communicate. The more and varied GSM prepaid card providers in the offer, it will require other telecom operators to continually provide quality products and services to increase customer satisfaction and loyalty. So the measurement of satisfaction and customer loyalty efficiency is considered very important for the sustainability of a prepaid GSM provider in the middle of intense competition. Based on calculations by the method of Data Envelopment Analysis, note that the Kartu As provider has the highest score in pure efficiency and overall efficiency score. IM3 provider has the lowest score in pure efficiency and overall efficiency score. Through this study proposed improvements have been obtained that it can be applied by each provider to review the customer's assessment results.

Item Type:Thesis (Undergraduate)
Uncontrolled Keywords:Kata Kunci: Data Envelopment Analysis, efisiensi, kepuasan, loyalitas, provider GSM prabayar.Key Word: Data Envelopment Analysis, efficiency, GSM prepaid providers, loyalty, satisfaction
Subjects:T Technology > T Technology (General)
T Technology > TS Manufactures
Divisions:Faculty of Engineering > Department of Industrial Engineering
Faculty of Engineering > Department of Industrial Engineering
ID Code:40433
Deposited By:Mr/Ms teknik industri
Deposited On:06 Nov 2013 08:35
Last Modified:06 Nov 2013 08:35

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