PENGARUH KINERJA PRODUK DAN IKATAN EMOSIONAL TERHADAP LOYALITAS PELANGGAN TELKOMSEL SIMPATI

Abstract

In the current business world, the competition among products becomes more competitive which makes
the company should continue pursuing a strategy to win the competition. So, the company tries to
improve their product performance and to make positive emotional bond in order to meet the needs of their
customers by creating customer loyalty that leads up to the future. Some variables which have been
applied in this research consist of independent variables (product performance and emotional bond) and
dependent variable (customer loyalty). This research is to determine product performance and emotional
bond has an influence to the customer loyalty. The population is all customers of Telkomsel Simpati. The
sampling technique has been done by using purposive sampling and the samples are 100 respondents. The
analysis methods are descriptive analysis, validity test, reliability test, classic assumption test and
multiple linear regression analysis which is done by using SPSS 16 for windows. The result of the test
indicates that product performance has significant and positive influence to the customer loyalty, so the
customers loyalty has been influenced by product performance and the emotional bond.

Keywords: product performance, emotional bonding, customer loyalty