PENGARUH PROMOSI, KUALITAS LAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PENGGUNA TELKOMSEL SIMPATI DI SURABAYA

Abstract

The competition of telecommunication business industries which becomes more competitive and the exceeding
expectation of the customers have encouraged the company to be more focus on the effort to sustain the existing
customer. In this case, Telkomsel as the market leader in the mobile telephone sector is required to sustain the
existing customers through the development of customer loyalty in order to maintain company business and
profitability.This research is meant to find out the influence of promotion, service quality, and customer
satisfaction to the loyalty. The research data has been obtained by issuing questionnaires which have been filled
in by 100 respondents as the users of Telkomsel Simpati provider in Surabaya.The data analysis technique has
been carried out by using multiple linear regressions. It has been found from the result of the t test that
promotion variable (prm) has t
count
3.207 with its significant 0.002, service quality variable (kl) has t
count
0.185
with its significant 0.854 and customer satisfaction variable (kps) has t
count
4.678 with its significant 0.000.
Therefore, it can be concluded that promotion and customer satisfaction has significant influence to the loyalty.
Meanwhile, service quality does not have any significant influence to the loyalty. Based on the result of the
analysis, the dominant influence can be found by using partial determination coefficient. The determination
coefficient which generates large value is customer satisfaction 18.57% so the variable which gives dominant
influence is customer satisfaction.

Keywords: promotion, service quality, customer satisfaction, loyalty