PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN OPERATOR TELKOMSEL DENGAN KEPUASAAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA MAHASISWA UNIVERSITAS SRIWIJAYA INDRALAYA

PRATAMA, M. AGUNG and Widad, Ahmad and Nailis, Welly (2020) PENGARUH KUALITAS LAYANAN DAN HARGA TERHADAP LOYALITAS KONSUMEN OPERATOR TELKOMSEL DENGAN KEPUASAAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA MAHASISWA UNIVERSITAS SRIWIJAYA INDRALAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to find out the influence of service quality and price on telkomsel operator customer loyalty with customer satisfaction as intervening variable. The population in this study is Telkomsel users who are students of Sriwijaya University Indralaya campus. The data collection technique is distributing questionnaires to 100 students who used Telkomsel. This study used primary data obtained from the division of questionnaires.The analytical techniques in this study used multiple linear regression and sobel tests to test intervening variables. The results of this study showed that the multiplied regression equation of model I is 0.440 and 0.435, which is means service quality and price directly have a positive and siginificant influence on consumer satisfaction. Whereas in model II multiple regression equations is 0.004 and 0.198, which is means service quality and price directly have no significant influence on consumer loyalty. And the results of the sobel test is 4.29371833 and 3.05114627, show that consumer satisfaction has a significant influence as an intervening variable and can be a mediation between the quality of service and price towards consumer loyalty.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kualitas Layanan,Harga,Kepuasan Konsumen,LoyalitasKonsumen
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory > HB221-236 Price H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 11037 not found.
Date Deposited:	26 Feb 2021 02:34
Last Modified:	26 Feb 2021 02:34
URI:	http://repository.unsri.ac.id/id/eprint/43332

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