STRATEGI MENINGKATKAN LOYALITAS MELALUI KEPUASAN PELANGGAN (Studi Kasus: Produk Kartu Seluler PraBayar Mentari-Indosat Wilayah Semarang)

Abstract

In marketing, there is no doubt that customer loyalty is essential. Marketers will always try to keep their customers last or even forever if it’s possible. Therefore, this research tries to exam the factors impacting on customer loyalty. The predicted factors are: service quality, product quality, price, switching cost and customer satisfaction. Data about those variable was collected by conducting interviews with questionnaire to 135 respondents. The data then were being analyzed using structural Equation Modeling (SEM) Method. With SEM method to test the hypothesis, the result shows that service quality have a positive impact on customer satisfaction, product quality have a positive impact on customer satisfaction, product price have a positive impact on the customer satisfaction, customer satisfaction have a positive impact on switching cost, switching cost have a positive impact on customer loyalty. There are some implications that can be suggested from this research, loyalty can be increased by increasing satisfaction and switching cost, i.e.: formulate a competitive price suitable for the service and the product quality and customer sacrifice, improving the product quality by enhancing the physical performance by enlarging the service area; by adding more BTS to provide stronger signal; add more distribution agent. Service quality can be improved by being more responsive and giving quicker services; by establishing better technology to support better product quality, accuracy of services and faster handling so that they can give customer oriented services. In order to increase the switching cost, it can be conducted by enlarging the coverage area, giving some additional services, simplify the new account number registration, and join with other company to get other facility for Mentari’s customer.