The influence of brand image and service quality toward customer satisfaction at Telkomsel Indonesia

Prawtama, Jesslyn (2022) The influence of brand image and service quality toward customer satisfaction at Telkomsel Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays, internet connection is crucial for our everyday lives; communication and entertainment are highly dependent on it. The internet links computers and businesses, people, lifestyles, and stories all across the world. As a result, several companies are competing to create businesses in the telecommunications sector. Telkomsel is one of the companies that the writer chose as a study object. As a company that has been in this industry for a long time, Telkomsel must maintain the company image, service quality, product quality, and so on so that customers are satisfied when using their products. The purpose of this research is to examine which factors between Brand Image and Service Quality have the biggest influence on Customer Satisfaction of Telkomsel. The dimension of Brand Image in this research is recognition, reputation, affinity, and domain. As for service quality dimension is tangible, reliability, responsiveness, empathy, and assurance. While Customer Satisfaction dimension is product quality, service quality, emotion, price, and cost. In this research, primary and secondary data was used where the questionnaires are distributed to Telkomsel user in Medan. The data is tested using validity and reliability test, where the sampling method used by the writer is non-probability sampling method, namely purposive sampling. The gathered data is analyzed using SPSS 25.0 that the research model is tested using multiple linear regression. In this research, the influence of Brand Image and Service Quality toward Customer Satisfaction is as much as 41%. From all the SPSS result that the writer get; Service Quality has the most influence toward Customer Satisfaction. This research has indicated that Brand Image and Service Quality has an influence toward Customer Satisfaction at Telkomsel. Brand Image has an influence toward Customer satisfaction and Service Quality also has an influence toward Customer Satisfaction at Telkomsel./ Saat ini, koneksi internet sangat penting untuk kehidupan kita sehari-hari; komunikasi dan hiburan sangat bergantung padanya. Internet menghubungkan komputer dan bisnis, orang, gaya hidup, dan cerita di seluruh dunia. Akibatnya, beberapa perusahaan berlomba-lomba menciptakan bisnis di sector telekomunikasi. Telkomsel merupakan salah satu perusahaan yang penulis pilih sebagai objek penelitian. Sebagai perusahaan yang sudah lama beroperasi di industri ini, Telkomsel harus menjaga citra perusahaan, kualitas layanan, kualitas produk, dan lain sebagainya agar pelanggan merasa puas saat menggunakan produknya. Tujuan dari penelitian ini adalah untuk menguji faktor mana antara Citra Merek dan Kualitas Layanan yang memiliki pengaruh terbesar terhadap Kepuasan Pelanggan Telkomsel. Dimensi Brand Image dalam penelitian ini adalah recognition, reputasi, affinity, dan domain. Adapun dimensi kualitas pelayanan adalah berwujud, keandalan, daya tanggap, empati, dan jaminan. Sedangkan dimensi Kepuasan Pelanggan adalah kualitas produk, kualitas layanan, emosi, harga, dan biaya. Dalam penelitian ini digunakan data primer dan data sekunder dimana kuesioner dibagikan kepada pengguna Telkomsel di Medan. Pengujian data menggunakan uji validitas dan reliabilitas, dimana metode pengambilan sampel yang penulis gunakan adalah metode nonprobability sampling yaitu purposive sampling. Data yang terkumpul dianalisis menggunakan SPSS 25.0 yang model penelitiannya diuji dengan menggunakan regresi linier berganda, Dalam penelitian ini pengaruh Citra Merek dan Kualitas Servis terhadap Kepuasan Pelanggan adalah sebesar 41%. Dari semua hasil SPSS yang penulis dapatkan, Kualitas Servis memiliki pengaruh paling besar terhadap Kepuasan Pelanggan. Penelitian ini menunjukkan bahwa Citra Merek dan Kualitas Servis berpengaruh terhadap Kepuasan Pelanggan pada Telkomsel. Citra Merek berpengaruh terhadap Kepuasan Pelanggan and Kualitas Servis juga berpengaruh terhadap Kepuasan Pelanggan pada Telkomsel.

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