Peranan Kepuasan Pelanggan Memediasi Pengaruh Persepsi Harga dan Kualitas Produk terhadap Loyalitas Pelanggan Indosat Ooredoo
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Abstract
Perkembangan teknologi informasi dan komunikasi pada saat ini berjalan dengan pesat salah satunya yakni perkembangan penggunaan internet Kartu perdana Indosat Ooredoo. Tujuan penelitian ini adalah menguji dan menjelaskan peran kepuasan pelanggan dalam memediasi persepsi harga dan kualitas produk terhadap loyalitas pelanggan Indosat Ooredoo di Kota Denpasar. Teknik analisis data yang digunakan adalah SEM berbasis PLS dengan jumlah 140 responden. Hasil penelitian menyatakan bahwa persepsi harga berpengaruh positif signifikan terhadap loyalitas pelanggan. Kualitas produk berpengaruh positif signifikan terhadap loyalitas pelanggan. Persepsi harga berpengaruh positif signifikan terhadap kepuasan pelanggan. Kualitas produk berpengaruh positif signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Kepuasan pelanggan mampu memediasi pengaruh persepsi harga dan kualitas produk terhadap loyalitas pelanggan. Hasil penelitian menyatakan bahwa seluruh hipotesis diterima. Implikasi dari penelitian ini adalah dapat menjadi salah satu acuan bagi peneliti lainnnya yang ingin meneliti mengenai persepsi harga, kualitas produk, kepuasan pelanggan, dan loyalitas pelanggan
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