PENGARUH KUALITAS JASA TERHADAP KEPUASAN, KEPERCAYAAN DAN LOYALITAS PELANGGAN (SURVEI PADA PENGGUNA KARTU SIMPATI DI KALANGAN MAHASISWA)

Devi Ayuni Devi Ayuni, Andy Mulyana Andy Mulyana

Abstract


Abstrak: Telekomunikasi merupakan salah satu faktor penting dalam kehidupan manusia. Dalam hal ini PT. Telkomsel merupakan pemegang utama pertumbuhan bisnis telekomunikasi khususnya kartu prabayar. Tumbuhnya beberapa produk kartu prabayar mengakibatkan timbulnya persaingan di antara penyedia jasa. Makin murahnya harga kartu perdana dicurigai sebagai salah satu pemicu tingginya churn rate. Akan tetapi, masalah yang dihadapi oleh PT. Telkomsel sebagai operator kartu GSM Simpati dalam persaingan yang ketat ini adalah membangun persepsi pelanggan tentang kartu GSM Simpati dengan memperhatikan kualitas jasa, kepuasan, kepercayaan, dan loyalitas. Berdasarkan hal tersebut, penelitian ini bertujuan untuk menganalisis pengaruh kualitas jasa terhadap kepuasan, kepercayaan, dan loyalitas, pengaruh kepuasan terhadap kepercayaan dan loyalitas, serta pengaruh kepercayaan terhadap loyalitas. Populasi yang digunakan dalam penelitian ini adalah mahasiswa yang menggunakan kartu prabayar GSM Simpati. Untuk keperluan analisis secara kuantitatif, penentuan skor untuk setiap item kuesioner digunakan skala Likert. Sedangkan pengolahan data dalam penelitian ini menggunakan SEM dengan bantuan software LISREL 8.7. Hasil uji validitas dan reliabilitas menggunakan Confirmatory Factor Analysis (CFA). Hasil penelitian menunjukkan terdapat pengaruh positif antara kualitas jasa terhadap kepuasan pelanggan dengan koefisien konstruk sebesar 0.86. Pada penelitian ini kualitas jasa tidak berpengaruh signifikan terhadap kepercayaan, karena koefisien konstruk hanya sebesar 0.07 dengan nilai-t hitung 0.65 < 1.96. Selain itu terdapat pengaruh antara kualitas jasa terhadap loyalitas pelanggan dengan koefisien konstruk sebesar 0.23. Sedangkan koefisien konstruk pengaruh kepuasan pelanggan terhadap loyalitas pelanggan adalah 0.65. Pengaruh kepuasan pelanggan terhadap kepercayaan pelanggan memiliki koefisien konstruk sebesar 0.87. Sedangkan pengaruh kepercayaan pelanggan terhadap loyalitas pelanggan tidak signifikan, karena koefisien konstruk hanya sebesar 0.39 dengan nilai-t hitung 1.87<1.96. Berdasarkan kontribusi indikator setiap konstruk, maka untuk meraih loyalitas pelanggan, Telkomsel sebagai penyedia jasa kartu prabayar GSM Simpati perlu mempertahankan dan meningkatkan kualitas kecepatan tingkat koneksi telepon, area jangkauan, dan kualitas sinyal. Selain memperhatikan kualitas jasa, Telkomsel juga perlu meningkatkan kepuasan pelanggan melalui kualitas layanan yang diberikan, seperti layanan call center, layanan keluhan pelanggan, dan prosedur layanan. Walaupun kepercayaan tidak berpengaruh signifikan terhadap loyalitas, tetapi Telkomsel perlu memperhatikan faktor-faktor yang membentuk kepercayaan pelanggan, seperti sistem tagihan yang fair dan kehandalan layanan

 

Keywords: kualitas jasa, kepuasan, kepercayaan, loyalitas


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DOI: 10.24127/jm.v8i2.51

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