PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN INDOSATlOOREDOO

Abstract

This study aims to find out and analyze the influence of product quality variables, service quality and trust in the loyalty of Indosat Ooredoo customers in Stiesia Surabaya students and students, amounting to 100 people or respondents. The type of research used is quantitative research. This sampling technique uses purposive sampling with the number of samples obtained as many as 100 respondents. The population used in this study are students or students in Stiesia Surabaya who are using or who have used Indosat Ooredoo cards. The data analysis technique used in this study is a multiple linear analysis method. The results of this study indicate that product quality variables have a positive and significant effect on customer loyalty. With a significant level of 0.00. Service quality has a positive and significant effect on customer loyalty. With a significant level of 0.006. Trust has a positive and significant effect on customer loyalty. With a significant level of 0.001. Thus it can be said that customer loyalty in STIESIA students is greatly influenced by product quality, service quality and trust given by the company.

Keywords: Quality product, quality service, customer trust, customer loyality